Hasbro’s Bradley Bowman discusses new launches aimed at adult fans of Transformers, Power Rangers and more

Hasbro has a vast, passionate adult audience. What are some of your key adult-focused nostalgia brands for LCP?
With TRANSFORMERS, G.I. JOE and POWER RANGERS, to name a few, we have a broad range of licensed products that cater to adult fans. These franchises are deeply rooted in pop culture, and our licensing strategy celebrates that legacy while evolving for today’s fans. Across apparel, live events, collectibles, publishing and more, we offer premium products and nostalgic experiences that resonate on a deeper level…

Our goal is to keep these brands relevant, emotional and wildly fun – whether that’s with an exclusive comic-book drop, a high-end collectible or a fashion-forward collab!

Lots is being made of the ‘kidult’ trend right now. What’s your take on that?
The conventional thinking – that play is for kids – isn’t true anymore. Adults aren’t just engaging with these brands: they’re curating, collecting and immersing in them! Some are returning fans, driven by nostalgia. Others are new; discovering these universes for the first time…

They all want emotional resonance, storytelling and authenticity, and are driving demand for products that reflect that. We’re seeing incredible growth in the product categories and overall engagement depth. It’s a cultural shift, and we’re here for it.

Terrific. And how is that shift manifesting for these brands?
We’ve fully embraced this audience with offerings that mix nostalgia, innovation and fandom. Take our Robosen TRANSFORMERS line, for example. The latest release – a self-converting Bumblebee robot – blends cutting-edge robotics with serious fandom. It’s collectible, it’s interactive and it taps directly into that emotional connection fans have with these characters…

And I imagine these adult-focused launches allow you to embrace ‘deep cuts’ when it comes to certain licensed launches?
Absolutely. Ahead of New York Toy Fair, we announced a slate of G.I. JOE products themed around the infamous Cold Slither rock band from the 1983 animated series: G.I. Joe: A Real American Hero. It’s about going deeper with the lore that longtime fans know and love. The Cold Slither revival has been a blast – it’s bold, gritty and packed with rock nostalgia from the Eighties.

We’ve teamed up with Super7, Skybound Entertainment and Reigning Phoenix Music to bring this fictional band to life with a full-scale album release and product line, merging storytelling with music and fandom in a whole new way. We’ve already teased tracks that channel heavy metal energy and the rebellious spirit of the era – and there’s so much more to come. It’s an incredible example of how deep franchise cuts can turn into rich, cross-category experiences that surprise and delight.

G.I. JOE and TRANSFORMERS are the focus of popular Skybound comics. Why do you feel these are resonating?
What makes these brands special is their universe-building: rich lore, layered characters, high-stakes narratives… Skybound is helping us unlock that potential in fresh, exciting ways. The response has proven to be overwhelming.

G.I. JOE #1 broke records with over 225,000 pre-orders, just ahead of the also-phenomenal TRANSFORMERS #1. These books are part of the larger Energon Universe, a shared storytelling space that honours the original canon while opening the door to new interpretations. Recognition from the Eisner Awards has only validated what fans already know: these stories are powerful, emotional and worthy of celebration.

Yes, on that shared Energon Universe… How do you approach crafting these ‘interconnected’ licensed offerings?
Interconnectivity is at the heart of how we’re building the future of our brands. Whether it’s within fashion, toys or experiences, we’re creating ecosystems that let fans engage across formats.

Look at our Hot Wheels TRANSFORMERS Optimus Prime, or LEGO Icons TRANSFORMERS Bumblebee! These aren’t just one-off products… They’re part of a larger strategy to connect nostalgia and innovation in cohesive, exciting ways. We’re always asking: How can we bring the same magic into fashion? Into home? The opportunities are limitless.

You also mentioned POWER RANGERS being a key part of this strategy?
Yes, we haven’t forgotten about our morphinominal superheroes either! Playmates’ Mighty Morphin Power Rangers Re-Ignition line reintroduces the full Ranger team in stunning new toys and accessories. It’s a modern take that still delivers the high-energy, action-packed vibe that made the original such a hit. It’s about recapturing that excitement – whether you’re displaying them on a shelf or reliving epic battles from childhood.

Hasbro has lots of nostalgic brands that I imagine could have an untapped adult fanbase… What dictates how and when a brand gets ‘licensing attention’?
It’s all about listening. We tap into advanced analytics and fan insights to track where interest is building, what fans are asking for, and how culture’s evolving. That data helps us know not just where to activate, but how to do it in a way that’s meaningful. Sometimes the demand builds organically, other times we see an opportunity to reintroduce a brand through a new lens – like FURBY in fashion, or G.I. JOE through music. Our job is to keep things fresh, unexpected and deeply satisfying for fans.