Hasbro 2006 Annual Report Download - page 5

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dances, and was one of the hits of the 2007
American International Toy Fair in New York
City. MONOPOLY – HERE & NOW edition was
an example of how we contemporize our
brands to make them exciting and relevant
to consumers today. Developed by our team
in the U.K., it is an illustration of how we are
collaborating more effectively on a global
basis. Initially faced with the design challenge
of how we make the U.K. game relevant to
U.S. consumers, we introduced a novel concept: let consumers themselves decide! The campaign
was an incredible success – consumers cast over three million votes online in the spring of 2006
to determine what locations would appear on the board, and MONOPOLY – HERE & NOW edition
sold over 1.1 million units at retail – helping to make MONOPOLY the #1 board game in the U.S.
in 2006. More innovation will be coming in 2007 when MONOPOLY – HERE & NOW ELECTRONIC
BANKING edition launches in several markets after having a very successful launch in Europe
last year. Electronic banking eliminates all cash and replaces this play with credit cards and
a central electronic bank that quickly manages all fi nancial transactions. In addition, even
our original MONOPOLY game gets a consumer-insight inspired update – speed die! Now,
both electronic banking and the regular MONOPOLY game with speed die intensify the play
of this great game – playing off a key consumer insight by allowing families everywhere
to complete a full game of MONOPOLY even when they don't have a lot of time to play.
Today we remain the market leader in tween electronics. In fact, we created the tween
electronics category several years ago by being among the fi rst to recognize the
signifi cance of this growing segment and by responding rapidly with unique,
trendy and cutting-edge products such as HIT CLIPS, VIDEO NOW and I-DOG. In
2007, we are introducing the POWER TOUR Electric Guitar in collaboration with
industry powerhouse Gibson Guitars, which enables kids to pick up the guitar
very quickly. In addition, we are launching NET JET, an instant online game
system just for tweens. Both products leverage two fast growing categories
of interest for this critical age group: music and internet game play.
Core Brand Growth
One of our greatest assets is the strength of our core toy and game
brands. We have the best and most beloved brands in the business
– brands that are well-known, trusted and valued by millions of
consumers worldwide for providing fun, entertaining play experiences
for the kid that exists in all of us. Our mission to “Make the World Smile!”