Hasbro has elevated licensing maven Casey Collins into a new role as president of global licensed consumer products and partnerships/alliances, effective immediately. 

Collins will now oversee strategic partnerships, on top of continuing to head up the toyco’s licensed consumer products business. Hasbro already has alliances established with high-level partners including Frito-Lay, LEGO, McDonald’s, Mattel, MINISO, Netflix and Disney. And Collins will be on the hunt for more in the coming months.  

“There are a few areas of expertise we bring that can hugely benefit our partners,” says Collins. “We’re doing more research and consumer insights work than ever before, and we see this as a critical competitive advantage. This data will help create better products and bigger, more successful programs.”

According to a release, Hasbro’s new mission is to become the partner of choice for the world’s top licensors and retailers. Collins will achieve this by digging deep into the company’s portfolio of 1,900-plus brands to unlock new partnership opportunities across consumer products, gaming and location-based entertainment through strategic licensing agreements.

Under Collins’ leadership, Hasbro partnered with The LEGO Group for the first time in 2022 to create a 1,500-piece Optimus Prime construction set; signed its first set of co-licensing agreements with Mattel last year and produced a Barbie edition of Monopoly; and revived its previously shelved Easy-Bake Oven and FurReal brands through a pair of master toy deals with Florida-based toyco Just Play.