Hasbro Entertainment
A former Hasbro entertainment production and distribution brand that developed television, animation, film and digital content from Hasbro-owned properties.
Last updated October 14, 2026
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Overview
Hasbro Entertainment is the film, television, digital-content, and distribution banner operated by Hasbro, Inc. It develops entertainment drawn from Hasbro's portfolio of toys, games, characters, and licensed properties, including Transformers, My Little Pony, Peppa Pig, PJ Masks, Scrabble, and Trivial Pursuit. The business is designed to extend Hasbro brands beyond physical play into screen entertainment and other forms of storytelling, while also creating new franchises and audience communities around established properties. The banner represents the latest stage in Hasbro's long-running move into audiovisual media. Before Hasbro Entertainment was created, Hasbro developed media through Hasbro Studios, founded as part of the company's effort to produce and distribute programming based on its brands. Hasbro Studios was subsequently renamed Allspark. Hasbro's media ambitions expanded substantially in 2019, when the company agreed to acquire Canadian entertainment company Entertainment One, commonly known as eOne. The transaction was completed on December 30, 2019, and brought eOne's production, distribution, and family-brands capabilities into Hasbro. Allspark was folded into the acquired organization, giving Hasbro a larger platform for film and television development. The structure changed again after Hasbro reassessed the role of entertainment within its broader portfolio. Following the death of Hasbro chairman and chief executive Brian Goldner in 2021 and the appointment of Chris Cocks as chief executive in 2022, Hasbro announced plans to sell most of eOne's non-family entertainment assets. Lionsgate agreed to acquire those assets for approximately $500 million in 2023, and the transaction closed on December 27, 2023. Hasbro retained the family-focused and Hasbro-related entertainment capabilities and introduced Hasbro Entertainment as a distinct banner during its second-quarter 2023 earnings communications. Hasbro Entertainment is overseen by former eOne leaders Olivier Dumont, Zev Foreman, and Gabriel Marano. Dumont serves as president, Foreman leads film, and Marano leads television. The organization also includes dedicated personnel for children's television, production, animation, digital content, and unscripted programming. In October 2024, the company launched an unscripted division under Zach Edwin, coinciding with the premieres of revived Scrabble and Trivial Pursuit game shows on The CW. The business operates through a mix of internally developed projects, co-productions, licensing relationships, and partnerships with external studios and distributors. Its screen portfolio spans theatrical films, scripted and unscripted television, animation, digital programming, and content for children and families. The company has also been associated with a number of joint ventures and production-related entities connected with Hasbro or formerly affiliated family brands. In November 2024, after the commercial underperformance of Transformers One, Hasbro said it would stop co-financing films based on its properties. The announced change was intended to reduce financial exposure and place primary film financing with external studios, while allowing Hasbro Entertainment to continue participating in the co-production and development of adaptations. This approach reflects the division's continuing role as a brand steward and creative partner rather than necessarily the sole financier or distributor of every Hasbro-based production.
History
Hasbro Entertainment developed from Hasbro's gradual expansion from toys and games into audiovisual media. Under chairman and chief executive Brian Goldner, Hasbro pursued film and television as a way to strengthen the company's brands and create additional points of engagement for audiences. Hasbro Studios was established to develop and distribute programming connected with properties such as Transformers and My Little Pony. The unit was later renamed Allspark as Hasbro continued to organize its entertainment activities around a broader brand and content strategy. A major expansion occurred in 2019. On August 22 of that year, Hasbro announced that it would acquire Canadian entertainment company Entertainment One for approximately $4 billion. The transaction closed on December 30, 2019. Entertainment One brought production, distribution, and family-brand expertise, while Hasbro contributed a large portfolio of globally recognized consumer properties. After the acquisition, Allspark was folded into the acquired organization. The combined operation included eOne leadership and Hasbro-related media capabilities, creating a broader base for film, television, animation, and family entertainment. The organization faced a strategic reset after Goldner died on October 12, 2021. Chris Cocks, formerly associated with Hasbro's Wizards of the Coast division, became chief executive in early 2022. During 2022, Hasbro also faced a board challenge from an activist investment firm concerning the management of Wizards of the Coast. Against this backdrop, the company reviewed the scale and structure of its entertainment operations and announced its intention to sell most eOne assets that were not directly tied to Hasbro's family brands. Several potential buyers were reported during the sale process, but Lionsgate ultimately agreed on August 3, 2023, to acquire the relevant eOne assets for $500 million. The transaction closed on December 27, 2023. The divestiture separated much of the general entertainment business from Hasbro while leaving Hasbro with family-oriented and Hasbro-related capabilities, including the rights and relationships needed to develop entertainment based on its own brands. Hasbro announced the Hasbro Entertainment banner during its second-quarter 2023 earnings conference call. The new organization was placed under Olivier Dumont as president, Zev Foreman as head of film, and Gabriel Marano as head of television. The leadership group drew heavily on former eOne executives and was tasked with working with creative talent, studios, platforms, and distribution partners. Its remit includes established properties such as Peppa Pig, PJ Masks, My Little Pony, and Transformers, as well as the development of new franchises. The banner broadened its television activity in October 2024 by creating an unscripted division headed by Zach Edwin. The launch coincided with the television premieres of revived game-show formats based on Scrabble and Trivial Pursuit. Alongside scripted and unscripted television, Hasbro Entertainment maintains activities in film, animation, digital content, and licensing. Associated entities and partnerships include children's production businesses, Hasbro-related brand companies, and joint ventures connected with music, digital entertainment, and family programming. Hasbro revised its film-financing model in November 2024 after Transformers One performed below expectations. The company said that it would stop co-financing films based on its properties, shifting primary financial responsibility to external studios. Hasbro Entertainment would nevertheless continue to participate in developing and co-producing film adaptations. The policy positioned the banner more as a rights holder, creative partner, and brand manager, with reduced direct exposure to theatrical production financing. Its continuing strategy is to use storytelling across multiple platforms to reinforce Hasbro's consumer brands while partnering with outside companies for capital, production, and distribution.
- 2024
Unscripted division launches
[1]Hasbro Entertainment created an unscripted unit led by Zach Edwin, alongside the launch of revived Scrabble and Trivial Pursuit game shows.
- 2024
Film-financing strategy changes
[1]Hasbro announced that external studios would exclusively finance future films based on its properties, while Hasbro Entertainment would continue co-producing adaptations.
- 2023
Hasbro Entertainment is introduced
[1]Hasbro announced a new entertainment banner intended to succeed Allspark and retain Hasbro-centered family entertainment capabilities.
- 2023
Lionsgate eOne transaction closes
[1]Lionsgate completed its acquisition of most non-family eOne assets from Hasbro on December 27, 2023.
- 2023
Lionsgate agrees to acquire Entertainment One
[2]Lionsgate announced a $500 million acquisition of Entertainment One, a transaction completed in December and relevant to the later corporate ownership of Allspark-related assets.
- 2023
Hasbro Entertainment banner is announced
[2]Hasbro announced Hasbro Entertainment as a new banner for its entertainment activities after the restructuring of its eOne relationship.
- 2020
Allspark is absorbed into Entertainment One
[2]eOne took over Hasbro’s property-based entertainment development and distribution activities, ending Allspark’s separate operating identity.
- 2019
Hasbro announces the Entertainment One acquisition
[1]Hasbro announced its planned purchase of Entertainment One for approximately $4 billion, substantially expanding its media-production and distribution capabilities. Hasbro completed the acquisition of Entertainment One, setting the stage for Allspark’s absorption into eOne’s production and distribution structure.
- 2019
Entertainment One becomes part of Hasbro
[1]The acquisition closed on December 30, 2019, after which Hasbro integrated Allspark into the acquired entertainment structure.
- 2019
Hasbro Studios becomes Allspark
[2]Hasbro rebranded Hasbro Studios as Allspark, with Allspark Pictures and Allspark Animation serving as associated production labels.
Products and positioning
A transmedia entertainment platform that turns Hasbro toys, games, and character brands into film, television, animation, digital content, and broader storytelling experiences. A Hasbro-owned, intellectual-property-driven entertainment production and distribution brand focused on extending toy and game franchises into television, animation, film and digital media.
Film and television franchise
Transformers entertainment content
Transformers is one of Hasbro's principal screen properties, spanning theatrical films, animated projects, television programs, and related digital entertainment. Hasbro Entertainment participates as the brand owner and development or co-production partner, typically working with external studios and distributors. The property demonstrates the company's strategy of converting a toy and character universe into a large-scale, multi-platform entertainment franchise. Film, television, animation and other audiovisual content based on Transformers, one of Hasbro’s central entertainment properties. Transformers helped provide the conceptual source for the Allspark name and represented the type of toy-originated franchise that the company sought to develop across multiple media and distribution channels.
Animation and family entertainment
My Little Pony entertainment content
My Little Pony supports animated series, specials, films, and digital content aimed primarily at children and families. The franchise is an important example of Hasbro's use of recurring characters, imaginative settings, and cross-platform storytelling to maintain a consumer brand beyond its original toy products. Animated series, specials and feature-film content based on My Little Pony. The property was developed for children and family audiences and illustrates Allspark’s strategy of turning a Hasbro toy line into a recurring story world with characters, serialized programming and theatrical or home-viewing opportunities.
Children's television and animation
Peppa Pig and PJ Masks programming
Peppa Pig and PJ Masks are family-oriented screen properties within Hasbro's broader entertainment portfolio. Hasbro Entertainment identifies them as brands for continued development across varied platforms, including television, animation, and related digital formats.
Unscripted television format · 2024
Scrabble
Scrabble is a Hasbro word-game brand adapted into an unscripted television game-show format. A revived version premiered on The CW in October 2024, forming part of Hasbro Entertainment's effort to expand beyond scripted and animated programming.
Unscripted television format · 2024
Trivial Pursuit
Trivial Pursuit is a Hasbro general-knowledge game adapted for unscripted television. Its revived game-show version premiered on The CW in October 2024 and was associated with the launch of Hasbro Entertainment's dedicated unscripted division.
Film production label · 2014
Allspark Pictures
The live-action and feature-film label associated with Allspark. It developed or co-developed projects based on Hasbro properties and worked with external studios and distributors, including Paramount Pictures. Its development slate included Jem and the Holograms, My Little Pony: The Movie and proposed adaptations of Hasbro games and franchises.
Animation production label · 2017
Allspark Animation
The animation label created within the Allspark structure for animated films and series based on Hasbro brands as well as original or franchise-related concepts. It formed part of the 2017 production relationship with Paramount and was intended to complement Allspark Pictures.
Digital animated series · 2017
Hanazuki: Full of Treasures
A digitally oriented animated franchise launched through YouTube in 2017. It represented Hasbro Studios’ effort to build a new property for online distribution rather than relying solely on established toy brands and conventional television outlets.
Feature film · 2015
Jem and the Holograms
A live-action film based on Hasbro’s Jem property and associated with Allspark Pictures. The project formed part of Hasbro’s effort to revive and extend older entertainment properties through contemporary feature-film production.
Marketing campaigns
- 2017Hanazuki YouTube franchise launch
International digital markets
Hasbro Studios launched Hanazuki: Full of Treasures through YouTube, using a digital-first release strategy to introduce a new franchise and reach online audiences.
Outcome. The launch established a digital animated franchise and demonstrated Hasbro’s interest in platform-native entertainment.
Brand decisions
2024
External studios to finance future Hasbro-based filmsStrategyBackground
The decision followed the underperformance of Transformers One and reflected Hasbro's intention to reduce direct financial exposure to theatrical film production.
Action taken
Hasbro said it would no longer co-finance films based on its properties, although Hasbro Entertainment would continue developing and co-producing adaptations.
Aftermath
External studios became the intended primary financiers for future film projects, while Hasbro retained a creative, rights, and brand-management role.
2024
Creation of the unscripted divisionOtherBackground
Hasbro sought to broaden its television activity beyond scripted, animated, and digital programming.
Action taken
Hasbro Entertainment launched an unscripted unit under Zach Edwin, reporting to Gabriel Marano.
Aftermath
The division supported the launch of revived Scrabble and Trivial Pursuit game shows on The CW.
2023
Divestiture of most non-family eOne assetsM&ABackground
Hasbro reviewed its entertainment structure after the leadership transition following Brian Goldner's death and the appointment of Chris Cocks as chief executive.
Action taken
Hasbro agreed to sell most eOne assets outside its family-focused and Hasbro-related entertainment operations to Lionsgate for $500 million.
Aftermath
The transaction closed on December 27, 2023, while Hasbro retained a more focused entertainment operation under the Hasbro Entertainment banner.
Transaction value. $500 million (2023)
2023
Sell Entertainment One to LionsgateM&ABackground
Hasbro reviewed its media portfolio and sought to divest Entertainment One’s broader entertainment operations while retaining its strategic relationship with Hasbro-related properties.
Action taken
Lionsgate announced on August 3, 2023 that it would acquire Entertainment One for $500 million; the transaction closed on December 27, 2023.
Aftermath
The transaction changed the corporate ownership and distribution context for the Allspark library and related content, while Hasbro introduced the Hasbro Entertainment banner for its newer entertainment activities.
Announced acquisition price. $500 million (Announced August 3, 2023; transaction closed December 27, 2023)
- Lionsgate — Lionsgate announced and completed the acquisition of Entertainment One.
2019
Rebrand Hasbro Studios as AllsparkStrategyBackground
Hasbro’s entertainment operations had expanded from television into film, animation, digital content and distribution, making the Hasbro Studios name narrower than the activities it represented.
Action taken
Hasbro announced that Hasbro Studios would be renamed Allspark, using a name drawn from the Transformers mythology and placing film and animation labels under the broader identity.
Aftermath
The brand operated only briefly before Hasbro’s acquisition of Entertainment One and the subsequent absorption of Allspark-related activities into eOne.
2019
Acquire Entertainment OneM&ABackground
Hasbro sought a larger entertainment platform with production, distribution and international capabilities that could support its intellectual-property portfolio.
Action taken
Hasbro completed the acquisition of Entertainment One on December 30, 2019.
Aftermath
eOne became Hasbro’s principal entertainment arm, and Allspark was absorbed into the acquired company’s operating structure.
Sources2 sources
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