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'Monopoly' Will Most Likely Boost The Sales Of Hasbro'S Board Game

Sep. 11, 2015 2:26 PM ETHasbro, Inc. (HAS)10 Comments
William Bias profile picture
William Bias
343 Followers

Summary

  • The Monopoly movie, as part of Hasbro’s “Brand Blueprint” strategy, will immerse consumers in a story and create brand appeal for the board game.
  • Imaginative talent should create an interesting story for Monopoly fans/consumers.
  • However, Monopoly sales momentum will probably only last for a year at the most.

Toy and entertainment company Hasbro (NASDAQ: NASDAQ:HAS) has stepped up the number of movies based on its products. No doubt this is part of the company's "Brand Blueprint" strategy in an effort to provide immersive entertainment and storytelling experiences for the consumers of its products. Creating motion pictures based on Hasbro's products has served the company well in boosting the sales of the targeted product line. The most notable example include the Transformers blockbuster movies and to a lesser extent Battleship. If history holds up, the Monopoly movie will do the same thing for Hasbro's board game. Here's why.

Movie will create brand affinity for Monopoly

A well-crafted Monopoly movie will create a story that the audience can identify with. The story will augment the Monopoly brand in the minds of the consumers, compelling them to purchase the board game. Playing the game will make consumers feel like they belong in the story. There is a historical precedent. In 2012, the release of Battleship provided an interesting story where a Naval vessel had to do battle with alien forces. The movie did exceed its budget, but wasn't a Transformers level hit. However, in 2012 Hasbro's games segment increased 2% year-over-year, aided in part by sales of the Battleship game.

Getting the right talent for the job

Turning a board game into a compelling story that the audience can identify with will take a creative leader with an interesting imagination. Hasbro and its studio partner, Lionsgate Entertainment (NYSE: LGF), brought aboard Andrew Niccol to write Monopoly's script. According to Hasbro's press release, he created the worlds behind The Truman Show and The Terminal. The Truman Show is a story about an individual who realized that his life is a television show. The Terminal is about an

This article was written by

William Bias profile picture
343 Followers
I have been analyzing stocks since 1992 and a freelance writer since 2012.

Analyst’s Disclosure: I am/we are long HAS. I wrote this article myself, and it expresses my own opinions. I am not receiving compensation for it (other than from Seeking Alpha). I have no business relationship with any company whose stock is mentioned in this article.

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