Hasbro has a new gameplan for 2023, and preschoolers are a core part of it. 

The toyco is aging down its portfolio of cross-generational brands, with a focus on introducing NERF, Monopoly, Clue and Twister to the youngest demos this year, says Kim Boyd, Hasbro’s head of global brands and consumer innovation. “By reimagining some of our favorite products for this demographic, we’re not only able to build brand affinity with them from a younger age, but also provide nostalgic ways for parents and caregivers to connect with their children and create all-new experiences with their favorite brands.”

To support its preschool push, the company is focusing on two key categories for the demo: role-play toys and board games. Product-wise, the gameplan will include a line of NERF Elite Junior blasters that are designed to fit smaller hands; a Junior edition of Clue that changes up the game mechanics with a double-sided board; and Star Wars Lightsaber Forge products that will let kids customize and create their own sabers. 

“Our teams put extensive research into the junior category and developed product designs that are not only a fit for young kids, but…allow them to practice their skills before they age up into the [toys] we all know and love,” explains Boyd.

Another new shift for Hasbro involves catering more to a growing audience of parents and adult collectors. Boyd says the company sees an opportunity to tap into parental nostalgia, sharing products and toys from their favorite childhood brands, including Transformers and Marvel. While a steady rollout of new Transformers: Rise of the Beasts action figures and Magic: The Gathering trading cards are already scheduled throughout the year, Boyd says the toyco is also leaning on cooperative play to bring kids and parents together. 

To encourage this kind of family engagement, Hasbro is rolling out new Play-Doh Create ‘N Go playsets offering quick activities; Beyblade battle tops and stadiums for multiplayer competitions; and Elite Star Wars role-play products, ranging from electronic lightsabers to blasters. 

Casey Collins, Hasbro’s head of global licensed consumer products and business development, touched on the preschool market during a “Retail’s New Reality” panel discussion at Kidscreen Summit last month, adding that the segment is quickly growing at retail and taking away shelf space from other popular categories, including action figures and collectibles.