While we’re most known for our popular collectible miniatures game HeroClix, we design and develop a variety of tabletop games, high-quality collectable miniatures, life-size foam replicas, resin statues, book accessories and more… We bring famed monsters and characters to life in physical form.

This year sees D&D celebrate its 50th anniversary – and WizKids has new launches tied to the occasion! Can you talk us through the highlights of this line?
Absolutely! We are happy to announce a series of exciting releases this year, celebrating 50 years of DUNGEONS & DRAGONS. Our line-up spans a variety of product categories, including pre-painted miniatures, unpainted miniatures, plush toys, foam replicas, statues, action figures and more. There’s something for everyone across all price points.

“Most members of the RPG team at WizKids are seasoned D&D players.”

One of the many highlight releases is our 50th Anniversary pre-painted collectible miniatures set. This set pays homage to the rich history of D&D by including a collection of classic creatures and characters drawn from both 1st and 5th edition illustrations. In fact, this release marks the first time that several of these monsters are depicted in colour.

Amazing!
Right!? Working on this set has been an awesome experience for our entire team, which is comprised of all ages and experience levels. This set includes 10 secret rare miniatures and is scheduled for release this July at local game stores.

The miniatures are super impressive. Can you shed light on the design process here? What’s the key to authentically bringing these characters to life in this way?
Thank you! Once we identify which character or set piece we would like to bring to life, we begin with ideation. We typically start with original D&D artwork provided by Wizards of Coast. When specific artwork isn’t available, we may have a concept artists create preliminary sketches for us.

After establishing a vision of what the character could look like, we move on to 3D sculpting. This process continues until we feel all the little details are incorporated to bring the characters – and monsters – to life. Wizards then reviews our sculpt and once approved, we proceed to tooling and production.

Focusing on one mini for a moment: the Red Dragon, as depicted on the 1977 D&D Basic Set. Why did this stand out as a great character – and version of this character – to include in your anniversary line?
Dragons are of significant importance in the world of D&D, and we have taken great pride in creating and releasing very exciting 3D dragons over the past few years. From Bahamut to Tiamat, each dragon has a unique story to tell. The classic red dragon is no exception – it’s iconic: the beast among monsters, the tyrant among kings, the dragon among dragons.

We wanted to ensure our 3D version translated well when compared to the 2D version. We homed in on the classic art style with smaller wings and an expressive face. And, of course, made sure the dragon sits atop a pile gold coins!

Of course! Now, what makes D&D an exciting IP to build product around?
Most members of the RPG team at WizKids are seasoned D&D players, with some having played the game since its earliest editions. Some even played with their parents; it’s very multi-generational over here! Although D&D utilises ‘theatre of the mind’ for gameplay, we are thrilled to bring the beloved characters and creatures of the D&D universe to life in physical form.

Another line that jumped out are your Replicas of the Realms Trophy Plaques. It must be a lot of fun creating these kinds of ‘left field’ product launches that resonate with fans. How did these come about?
I mean, who doesn’t want a dragon head hanging on their wall in their game room?! This is the fun part of the job, where we brainstorm and dream up new ideas for interesting products. If our team values the idea and it’s something we would purchase as consumers of these types of products, we feel our customers would likely be interested as well. It is more than just a passion project though. We gather feedback from our distribution and retail partners which helps us establish that there truly is a demand for it.

Sara, this has been great. I have one last question: why do you feel D&D has continued to grow and thrive across the past 50 years?
So many of our friends and family have grown up with D&D, and they now get to share their love of the franchise with their children. As I mentioned previously, it’s truly generational. The expansion of social media and live streaming has made it more accessible than ever. Watching a group of players experience the game in interesting ways can be quite fun and addicting. I believe it will continue to captivate multiple generations to come.

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That eight-year-old would have been pretty pleased with the job I have today leading D&D at Wizards of the Coast… It feels great to leverage skills I’ve learned in my tech career at companies like Microsoft, Amazon, and start-ups in Asia to help D&D grow.

“It’s a framework for inspiration, storytelling, friendship and so much more.”

What does your role entail? Is there a ‘typical day’?
No day is alike! As SVP of DUNGONS & DRAGONS, I lead overall brand growth and profitability across digital, physical and entertainment properties. That’s a fancy way of saying that I am helping to lead the charge on bringing this amazing game to new audiences that will hopefully be impacted by it the way I am.

Why do you feel the brand has endured and thrived over the past five decades?
In a world with so many distractions, D&D invites people to come together and have a great time. It’s a framework for inspiration, storytelling, friendship and so much more. These are enduring human needs.

One recent announcement for the brand is a VR game with Resolution Games. Why do you feel the brand is a good fit for VR? And what should fans expect from the game?
I can’t think of another brand that’s as good a fit for VR than DUNGEONS & DRAGONS. We are really excited to work with Resolution to create the world’s first virtual reality video game set in the D&D universe. They understand two critically important things: how to capture the essence of tabletop gaming on digital platforms and the importance of bringing people together. There are obviously so many incredible settings in D&D to choose from, but I can’t give away any more info just yet!

What other future brand extensions in the work are you excited about?
So many of them! D&D turns 50 this year, and we are celebrating with not only our own great line-up of products, but also through extensions with key partners like Converse, Reyn Spooner, LEGO, WizKids, FanRoll and many more. And, of course, all the digital extensions we have in the works as well!

Why do you feel the brand has been able to extend into so many different sectors?
At its core, D&D is a platform for the best creators to build fantastic worlds and invite others in… Whether it’s through our own published products, or a creative director’s inspired digital game representation, a live motion-picture, or a Dungeon Master at their home table, D&D puts you at the centre of the story. In that way, D&D is always fresh and relevant.

On that, what’s the key to ensuring D&D brand extensions feel authentic?
Creative collaboration. Our team partners with creatives in other fields closely to ensure authenticity every step of the way. With a passionate fanbase like ours, it’s a must!

“We are just scratching the surface with some of our digital extensions and entertainment experiences.”

Are there any areas the brand is yet to touch that you feel has potential for the brand?
For sure. I think we are just scratching the surface with some of our digital extensions and entertainment experiences. We’ve got a lot in the works that you’ll hear more about over the course of the year!

We’ll keep our eyes peeled. Last question Dan! What fuels your creativity?
As I mentioned earlier, I am a lifelong player and fan. D&D has fuelled my imagination since childhood. I’m thrilled and honoured to be part of the team that will ensure D&D is around for another 50 years.

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This year sees DUNGEONS & DRAGONS celebrate its 50th anniversary. What makes D&D an exciting IP to build product around?
For a dice company, D&D is the ideal IP. Play is done with dice and D&D fans love to display the tools of their trade. We feel so honoured that we have been chosen to represent such an integral part of the IP.

Dice is a category that I imagine doesn’t get the credit it deserves in terms of the quality and design-thinking that goes into your products. Can you tell us a little bit about how you authentically translated D&D into dice?
We like to say that many companies bring dice to D&D, but we’re bringing D&D to dice. What we mean by that is that it is easy to put a logo on D&D and call them D&D dice, but it’s important to understand how players use the dice.

“There is a consumer segment that is affectionately known as the ‘Dice Goblins’.”

We think of product design in two ways: the visual design and the composition of the product. For our non-licensed products, we try to find new dice manufacturing techniques and colour combinations that make the sets unique and appealing to our customers. For D&D, we want the dice to evoke the aspects of a character or gameplay.

We often start with the D&D IP and try to fill a gap or a desire by the player to reflect the circumstances of their campaigns. There are a number of products coming out this year that reflect this process much more than our first D&D release.

Yes, let’s dive into some of the range. The D&D Acererak’s Treasure Packs bring the ‘blind bag’ experience usually associated with toy collectibles into dice, with some sets out there rarer than others. It’s a really interesting idea! Why opt for this approach?
Much of the D&D game is about chance – the luck of the roll. Blind purchase gives that same excitement of the game within the buying experience. Both Sirius co-owner Lax Chandra and I come from a collectible gaming background, and we felt it was a natural fit for the D&D brand.

In addition, there is a consumer segment that is affectionately known as the “Dice Goblins”. These are people who love the beauty and uniqueness of dice. Many own hundreds of dice sets… So, this approach appeals to them as well.

Dice Goblins! Fantastic! I have one last question: Why do you feel D&D has continued to grow and thrive across the past 50 years?
The core of D&D is community – people uniting together for a common mission. It’s something that people have wanted to get back to and, we feel, has helped to drive the growth of D&D.

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If you’re going to play through the DUNGEONS & DRAGONS adventure Curse of Strahd, instead of using only the book, we provide you with a massive box full of battle maps, Strahd letters, documents, artifacts, custom DM Screen, extra content and encounter cards… Things that help everyone see and feel a little more into that world.

The company and D&D feel like a perfect partnership. Was the brand in your minds when you launched the company?
It was the ONLY thing on our minds! D&D has been a part of our lives for such a long time. We all played as kids… Charlie – Bill’s older brother – ran him through the adventure In Search of the Unknown when they were in elementary school.

So, when we all started spending time together in our twenties, D&D was one of the common bonds that tied us all together. We have so much affection for this game – and so much gratitude for it – that creating a company around it was the most natural thing in the world. For us at least, our first Platinum Edition felt less like a product and more like a love letter to the hobby itself.

“If we think an item is essential to running a campaign, we’ll go to frankly stupid lengths to include it in the box.”

Before we dive further into your D&D launches, why do you feel the brand has endured over the decades?
For us, D&D has always been this great combination of seemingly opposed ideas: escaping into a fantasy world, but doing it with your friends around a table… An open world of imagination and fantasy, but grounded in a set of rules and settings that gives us all a place to start and way to work together… Having a parade of new characters and personas to inhabit, while also having a few favourite characters who we come back to again and again – Beadle & Grimm being just two of them!

D&D as a brand over the years has managed to find that great balance of fantasy and community, of freedom and structure, of the new and the familiar… It’s these elements that continue to delight both the old-timers like us who have been playing for years and the newbies who are just now learning about the game for the first time.

Beautifully put! Right, let’s talk product. Your premium boxed editions look fantastic. If we look at something like the Platinum Edition of Vecna: Eve of Ruin, what comes in the box?
We give the Dungeon Master everything they need to create an amazing immersive experience at the table, all while making their job easier. We include the adventure, of course, but we break the full book up into easier-to-manage booklets. We also pull out the amazing art so you can hang it on your DM screen. If it’s an enemy, we include the stat block on the back for the DM.

Other favourites? Custom DM screen, 18 painted WizKids minis, a separate box filled with rolled-up poster-sized battle maps, a booklet of three original adventures that fit nicely into the adventure, a set of seven metal magic item artifacts that fit together to make the adventure’s McGuffin: the Rod of Seven Parts.

Wow! Jam-packed! Oh, is there more?!
Oh yes! A pack of in-world handouts, three more metal artifacts – coins and tokens – annotated maps, DM and player aids… And, of course, the faux-leather wrapped, foam-lined box that it all comes packaged in.

An incredible line-up there. What does the start of the development process look like on a product like that?
Well, first everyone retreats to their corner and reads the adventure. While we read, we all compile a list of what we’d want if we were DMing the adventure ourselves. Then we get on a call, and everyone pitches their list, which leads to a series of long discussions, digressions and running battles over minutia… Further complicated by someone – who shall remain unnamed – lobbing ideas like finger puppets or butterfly wings into the mix.

Ha!
All of which, eventually, leaves us with a hit list of favourite ideas. Then we pick some unlucky bastard to actually run the project and we’re off to the races.

Ha ha! And how does the team assess what to include? And what to leave out?
The favourites list we end up with usually contains far more than we could ever reasonably include in a boxed edition smaller than a refrigerator, so it’s up to the project lead to begin culling the list. Ultimately the decisions involve practical issues like time and cost, but our guiding light will always be what’s most useful to the DM.

If we think an item is essential to running a campaign, we will go to frankly stupid lengths to include it in the box. And then, finally, we try to leave room for one weird item per edition – see finger puppets or butterfly wings! After all, these things are supposed to be fun.

I’m pleased finger puppets got its moment in the sun! What do you think is important to crafting an immersive D&D experience at home?
We like to talk about those “Wow!” moments at a table… When a player joins the Harpers faction, and you hand them the metal pin to wear! When you reveal the art of the big bad, or hand the rogue the hidden letter they just found in that secret compartment in the villain’s desk. When you roll out the battle map of the room where the boss fight is going down…

We once included a set of five wearable fairy wings and I remember my players eyes going wide and saying, “THAT didn’t come in the box, did it?” We love those moments. That said, the less-flashy elements like the DM annotated maps and the broken-out booklets really help the DM to keep the game running smoothly, and that can’t be overstated.

You also have a Premium Edition of Quests from the Infinite Staircase on the way. What should we expect from that?
Infinite Staircase really speaks to us. The six adventures it honours and recreates were a big part of our childhoods, and we were thrilled to see them updated for 5e. We want our boxed edition to be both a great playing experience and the perfect collector’s item for the 50th anniversary – whether you were around back then or not!

With six wildly different adventures, the challenge has been to create a distinct style for each one, whether that’s the compass rose on the Pharaoh’s Tomb map, or the access cards you need for traversing the spaceship in Barrier Peaks. And for those who are interested in the original modules, we’re creating a very unique scrapbook containing a ton of the old art and text… Reading it gives you a powerful sense of the journey this hobby has taken over the years.

Can you also tell us a bit about the six Classic Module Dice Collections you have on the way for D&D. What comes with those?
Jon Ciccolini, Head Production Goblin: Each of these collections come in a felt-lined box themed to a classic module and contain module-themed elements. These include a set of eight resin dice, including an oversized d20, four collector cards with art on front and lore on the back – and a 50th anniversary commemorative coin celebrating the module.

Matthew Lillard, Co-Founder: The 50th anniversary of DUNGEONS & DRAGONS was a perfect opportunity for us to celebrate the game we’ve all grown up with and love so dearly. We decided to celebrate this moment with something that every gamer loves… Dice! But like everything we do, we incorporate that extra lore and those extra elements that we’re excited about and think players will get a total kick out of. These sets are celebratory, nostalgic, and totally bad ass!

A triple threat! Now you guys speak with so much passion about the brand, and you mentioned earlier that you’re all big D&D fans. Does being a fan help when it comes to the development process? Or can it make things difficult?
Paul Shapiro, Chief Financial Goblin: Absolutely, being a fan of D&D – and games in general – is an essential part of our process for developing new products. Our whole focus for starting the company was to create the products and elements that we wished we had as players and DMs, so our understanding of the game is at the core of every product we make. We’re always looking for ways to improve and expand the game experience for everyone at the table, and that always starts with understanding what’s happening at the table.

“Our focus for starting the company was to create the products and elements that we wished we had as players.”

That said, being such big fans does create some difficult situations. The biggest one for us is that because we’re all so involved in the production of each of our premium editions for D&D adventures, we can’t actually play those adventures as a group… A few of us have DM’ed games using our Platinum Editions with other groups of players – but in a way we’ve essentially ruined a lot of our own gaming opportunities as a group! Not that we don’t play D&D anymore – we just have to work a little harder to find stuff that we haven’t actually created products for!

Fascinating. Guys, a huge thanks for this. I have one last question: How do you fuel your creativity?
Jon: I’m committed to DMing regularly, and I do it using our premium boxes. It allows me to see what works, what doesn’t work, and what the players seem to be wanting more or less of. We have to put ourselves in our customers’ shoes.

Bill Rehor, Co-Founder: For me, it’s collaborating with other artists. We hire a lot of experienced people – most of them far more talented than me – and working side-by-side with them is educational and inspiring.

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Our Entertainment division publishes and distributes a variety of family-friendly board games and electronic toys, while our TableTopics division offers a broad line of TableTopics Conversation Starter sets to spark great conversations at social gatherings.

“We selected a leatherette exterior material for these products due to the wonderful, organic texture that resembles dragon skin.”

This year sees DUNGEONS & DRAGONS celebrate its 50th anniversary and you guys have new launches tied to the occasion! Can you talk us through these?
This year is an exciting one for DUNGEONS & DRAGONS and Ultra PRO collectively. We’ve been teaming with D&D for nearly two decades and have been honoured to produce some really outstanding accessories to go along with the deep-rooted game. To celebrate D&D’s 50th anniversary, we specifically designed several storage and gaming products that commemorate their 50th year.

We selected a leatherette exterior material for these products due to the wonderful, organic texture that resembles dragon skin. The base red material aligns with D&D’s iconic Evil Red Dragon and has a raised gold patina that you just have to see and feel in person!

The interior gold material across all products reflects D&D’s golden anniversary. One final design element I’d like to highlight is how we included illustrations of Dragons and Dice from David A. Trampier that were found in the original books.

Some fantastic details there – and you’re clearly passionate about the brand. On that, what makes D&D an exciting IP to build products around?
DUNGEONS & DRAGONS has been a great fit for what Ultra PRO brings to the table for so many years. D&D’s fan base is so strong and focused on the particulars of the game that it’s easy for us to home in on what accessories we need to produce to complement the game.

With 50 years of people, places and stories in this alternate world, everyone is invited to collaborate by adding to the story of D&D when they create their own games. I personally do that on my own time – D&D is very much a ‘jobby’ for me! Honestly, I just think about what my players or I could use and I pitch it. Recently we’ve been discussing more and more “in world” items that can be both used when playing or storing the game as well as props for decoration.

You mentioned David A. Trampier’s artwork earlier. How do you assess D&D artwork when deciding what to bring into the product range?
This is one of the most exciting parts about working with DUNGEONS & DRAGONS! With so much history, artwork and lore to draw from, we are always able to find the right piece to represent an iconic or favourite experience for many players.

A great example of this would be our Class Folios; these were a ton of fun to create. When I joined the team in 2020, we had a Wizard Folio in the line, and I pushed to make variants of it for the other 12 classes in the game. I poured over 1,000 pages of artwork for days to find the right pieces, to not only show the classes, but also to represent as many real world and imagined ancestries as I could.

Great example. And your Mimic Book Bag and Mimic Gamer Pouch also caught the eye! What are some of the benefits to taking a playful, character-led approach to things like gamer pouches and book bags?
I’m so glad, these are among some of my favourite products too! The Mimic is such a useful tool when designing products. Not only are they popular monsters, but also a Mimic could literally be hiding as anything. So why not use that story to make a useful product that a Mimic is pretending to be. Once we have that foundation, building other products in the same footprint is incredibly easy and fun.

I want to talk about dice for a moment! It’s a category that I imagine doesn’t get the credit it deserves when it comes to the quality and design-thinking behind it. Can you tell us a little bit about how you authentically translate the brand into dice?
Part of our mission is to connect the dots, if you will, so that what we produce to complement the game is as functional as it is aesthetically pleasing. The dice have always been an essential, necessary part of the game – so to design these weighted gold-painted dice just came naturally to us to celebrate a 50th anniversary. They’re made of zinc alloy metal, but they present beautifully as gold dice. Players are going to love playing with them.

Last question: Why do you feel D&D has continued to grow and thrive across the past 50 years?
Without a doubt, DUNGEONS & DRAGONS has established an incredible following of gaming enthusiasts since its inception in 1974. The game’s ability to connect and bring people together is second to none. When players immerse themselves into the fantasy worlds of D&D, it becomes a very real experience, and many gain a true sense of ownership over their own stories. That creates passionate fans!

Dekan, this has been fun. Congrats again on Ultra PRO’s D&D 50th anniversary collection.

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What does the role VP of Creative for DUNGEONS & DRAGONS cover?
My team and our game creative have the honour of helping to craft the narrative vision for DUNGEONS & DRAGONS across games, publishing, products and media expressions. No two days are alike – but we get to talk about dragons and dungeons and wizards EVERY day!

“There is always a seat at the table for something new.”

You mentioned being a lifelong player of the game. In what ways does being a fan help you do what you do?
Being a lifelong player of such a welcoming game helps aid our work as there is always a seat at the table for something new. Whether it’s a new player, a new setting, a new expression of the game – there are just so many ways to interact with the brand and help guide our work that we can truly relate to on so many levels. And I’ve found that being a fan, and regular player, has helped me immensely to understand the needs of our players, and our brand.

How do you assess the level to which licensees can ‘play’ with the brand when it comes to creative? How do you ensure partners ‘bend’ the IP in creative ways without breaking it?
While we always want to ensure our partners are remaining authentic to the brand, we also don’t want to stifle creativity or ideas they may have to do something a little different or reach a new audience. Borrowing a lesson from a franchise mentor of mine, we strive for “Lore Yoga” – a way to do exactly what you described, bend, stretch and help a universe grow, without breaking it.

“Art, creative and narrative-focused gameplay are the three pillars of D&D”

At the start of each new initiative, we have a creative kick off meeting that really sets the stage for the entire project, and then we have periodic check-ins to make sure not only is everything on track but that its staying true to that original vision.

Lore Yoga ­– I like that! Is there a recent execution of the brand that you feel highlights how creative partners can be with DUNGEONS & DRAGONS?
Our work with Larian Studios to create Baldur’s Gate III was a project that from start to finish really aligned on both ends. Sven and his team set out to create a AAA video game that combined cinematic presentation with systems-driven RPG gameplay and were meticulous on ensuring authentic details every step of the way. The result is an enormous love letter to the brand, and we couldn’t be more pleased.

Great example. I also wanted to talk about the artwork associated with D&D. How key a part has that played in the brand’s longevity and success over the years?
The art, creative and narrative-focused gameplay are the three pillars of D&D – the reason we’re still playing after 50 years! The first versions of the game created by Gary Gygax started with tiny black text and line drawings printed on pamphlets, inspiring many adventure seekers in those early days. Those beginnings have grown into beautifully illustrated tomes that are designed to enhance the core of D&D – getting together with friends to tell stories. Now, we at Wizards of the Coast, as the stewards of the legacy of imaginative play, celebrate that history and hope to inspire generations to come.

George, thanks for taking time out for this. I have one last question… How do you fuel your own creativity? What helps you have ideas?
This may not come much as a surprise, but I play a lot of games… A lot! No really, a LOT! But I also make time to enjoy, learn and be inspired by all forms of creative expression and art – not to mention always dreaming up new worlds and stories!

Fantastic note to end on. Thanks again.

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Let’s talk D&D. How did you get to grips with the brand when you joined the company?
When I started, I didn’t fully appreciate the impact of DUNGEONS & DRAGONS and MAGIC: THE GATHERING… Not only in the industry, but on individual’s lives. As I learned more about the fandoms and the brands’ impact on Hasbro’s portfolio and growth, I knew immediately that it was something that I wanted to be a part of.

“The power and reach of D&D is truly amazing.”

I remember growing up in the Eighties and seeing some of my friends playing D&D and being curious about the game. How far we’ve come!

Indeed! You mention the Eighties there – fast forward to today when D&D is celebrating its 50th anniversary. What is the key to its longevity?
The power and reach of this brand is truly amazing, but the key to its success is the players. Getting together to tell fantastic stories with friends and family is at the core of D&D and what helps it stand the test of time. With imaginative play at the core, it resonates with all of us and gives us wonderful opportunities to bring that world to games, entertainment, toys and more to inspire generations to come.

D&D’s latest foray into video games – Baldur’s Gate III – was a critical and commercial smash. Why do you think D&D brand feels so home in the digital gaming space?
Baldur’s Gate III is a true love letter to fans. We are so proud of the incredible level of care and detail that Larian Studios took when making the game – from the iconic settings and monsters to the hundreds of hours of cinematics – and how it has been recognised and embraced by both fans and game critics.

And when I started at Wizards of the Coast, D&D was primarily a publishing business… We knew that to expand the business we really need to go beyond that, both in terms of new expressions of the brand and reaching more players, especially those overseas. Video games are the fastest-growing form of entertainment, and we know it’s a critical way to give fans a different way to enjoy a brand and game that they already love.

Does the brand’s success in the digital space ever steer aspects of development of the core game?
Definitely. D&D Beyond was an officially licensed compendium and set of tools for playing D&D. In 2022, we acquired that team as we saw the potential to make the game more accessible to both current and new players and to help reach international audiences. Today it’s also a platform to reach players with original content including interviews and videos that help us deepen our relationship with fans.

Good example. Last question: How do you fuel your creativity? What helps you have ideas?
The people around me. I am fortunate enough to be surrounded by so many creative, talented, smart, and innovative people that make up our Hasbro and Wizards of the Coast teams. They help drive me to think about what’s next, not only as a game or a brand, but as a lifestyle. I couldn’t be more excited to be where I am today!

Cynthia, thanks again for making time. Let’s catch up again soon!

The post “The key to its success is the players”: Cynthia Williams – President of Wizards of the Coast and Hasbro Gaming – on why D&D continues to thrive appeared first on Brands Untapped.

As you know, DUNGEONS & DRAGONS is celebrating its 50th anniversary this year. To what do you attribute its ongoing popularity?
With five decades of fantasy roleplaying under our belt, DUNGEONS & DRAGONS has a rich history, exciting present and a great future! From humble beginnings in a small cobbler’s home in Lake Geneva, Wisconsin in 1974 to its current place as a global powerhouse franchise leading in imaginative play, D&D endures for many reasons…

Paramount to the brand’s success is its ability to stay true to its core mission – getting together to tell fantastic stories with families and friends. D&D’s immersive, open fantasy worlds and colourful characters create a canvas for amazing storytelling. At the end of the day, fans want to feel close to their favourite brands, and D&D puts the power in players’ hand. Of course, D&D’s sustained popularity now extends to the world of entertainment as evidenced by its continued foothold in the pop-culture zeitgeist.

We’re spoilt for choice for examples, but what kind of thing?
Popular television series like Community and Stranger Things have referenced the brand – and shown reverence for it! There’s also our 2023 feature film DUNGEONS & DRAGONS: Honor Among Thieves… The movie and its cast – including Chris Pine, Hugh Grant, Michelle Rodriguez among many others – delighted longtime fans and invited new audiences to experience the world of D&D.

The franchise continues to grow in new horizons as well, with the epic tabletop role-playing game capturing imaginations with digital games and experiences like Baldur’s Gate 3 and D&D Beyond.

“D&D Beyond continues to grow the brand’s digital reach…”

Tell me a little more about Baldur’s Gate 3…
Baldur’s Gate 3 was the highest rated game of 2023, taking home six awards at the 2023 Games Awards, including Game of the Year. Baldur’s Gate 3 not only highlighted the passion of longtime D&D fans, but also spurred an interest in those who may have never rolled a twenty-sided die before. D&D Beyond continues to grow the brand’s digital reach, providing a platform for Dungeon Masters and players to enjoy the game they love, no matter the distance between them. Together, these digital experiences make the future of the game and the community brighter and more exciting.

Well, you mentioned the movie DUNGEONS & DRAGONS: Honor Among Thieves… I loved it, so I’m glad we can push in on that! How did it do? How was it received?
We were very pleased with how DUNGEONS & DRAGONS: Honor Among Thieves was received! It was a hit with critics and fans alike… The film is certified ‘Fresh’ on Rotten Tomatoes – with a 91% critic score. It also received an ‘A-’ CinemaScore from audiences.

Great validation!
Yes, and we’d never have received such a positive reception without an incredible team headed by our writer/directors Jonathan Goldstein and John Francis Daley; producers Jeremy Latcham and Nick Meyer, Ashley Alexander at Hasbro Entertainment and our partners at Paramount.

What made it work, do you think?
I think viewers were drawn to the film for its fun, fantasy adventure, resonant emotional core and charming characters. Also, we think we subverted the expectations of many fantasy as well as non-fantasy fans, all while being true to the spirit of D&D.

Yes – I imagine that’s the challenge with something like that… On the one hand, you have to satisfy existing fans of the IP. On the other, you have to ensure it reaches a wide-enough audience to warrant the investment. How do you know when the balance is right?
Right. I think DUNGEONS & DRAGONS: Honor Among Thieves achieved a great balance. For the D&D community, we delivered a look into the world of the Forgotten Realms that stayed true to the brand’s core while delivering something entirely new with this film. For all viewers, though, the movie brought action, adventure, comedy and so much more. Most importantly, the film stood on its own, so people who aren’t familiar with the lore, characters and settings of D&D should have no problem having a great time enjoying it.

Agreed!
What audiences want more than anything at the end of the day, is a great story. They want something that transports them to a different world for a few hours and acts as a form of escapism, entertaining and providing characters people can connect with. When we made the film, and as we do with any other piece of Hasbro entertainment, we want to make sure we have a great film first and foremost that feels authentic to the brands. We want characters filled with heart, emotion, drama and humour to make these evergreen pieces of nostalgia resonate with our fans.

And having seen it do well, and garner almost entirely positive reviews, what’s the future of DUNGEONS & DRAGONS as a film franchise?
We’ve seen D&D: Honor Among Thieves continue to make new fans as the film has found an ever-growing audience in the streaming windows following its initial theatrical release… We think there is a lot of excitement around the potential of the world of DUNGEONS & DRAGONS in both the theatrical and television space and are hopeful to bring both to life in the coming years.

“We’re excited to expand the universe of storytelling within DUNGEONS & DRAGONS…”

Beyond sequels, what opportunities does having a hit movie potentially open up?
The film spurred collaborations across several key categories. From a publishing collection with Random House Children’s Books to the DUNGEONS & DRAGONS Coffee Club, streetwear with Boss Dog and more, the film serves as a foundation for the franchise’s resurgence in popular culture, once again attracting fans of all ages. We’re very excited to expand the universe of storytelling within DUNGEONS & DRAGONS – stay tuned!

I will! I am! And without saying anything untoward, what other entertainment opportunities might you hope to consider for the brand?
We’re always interested in entertainment opportunities that allow DUNGEONS & DRAGONS to connect with fans and audiences in memorable ways. As part of our 50th anniversary celebrations, fans in the US and UK can experience the brand like never before with DUNGEONS & DRAGONS: The Twenty-Sided Tavern…

Ah! Yes! There’s quite a bit of buzz about this… In a nutshell, what is that?
It’s the official DUNGEONS & DRAGONS live theatrical experience! At DUNGEONS & DRAGONS: The Twenty-Sided Tavern, the audience isn’t just a viewer but the ‘fourth player’, influencing key decisions through Gamiotics…

Gamiotics, did you say there? What’s Gamiotics?
It’s a browser-based software that lets you vote on where the story will go in the theatre… So the audience chooses which characters will appear, what experiences they explore and more. With a cast of five actors and over 30 playable characters, audiences will experience an expansive fantasy world set in the Forgotten Realms –and face riddles, puzzles, combat, and more to help shape the story.

Gosh, that sounds great! Tell me, Zev, how did you come to be Head of Film for Hasbro Entertainment? What’s your background?
I’ve been working in the entertainment industry for almost 20 years in a variety of roles. Most recently, I served as President of Film Production for eOne where I led all aspects of creative development and production, overseeing a slate of over 50 films. When Hasbro acquired eOne, I started working on Hasbro brands as well – including TRANSFORMERS: Rise of the Beasts. When Hasbro decided to sell eOne, I was asked to come on board to head film for the newly created division of Hasbro Entertianment.

Perfect! And what does a typical day entail for you?
I think my typical day looks a lot of like many people’s! Lots and lots of time on email and the phone mostly. Talking to my amazing film team at Hasbro Entertainment, as well as our great distribution and creative partners about upcoming projects… And co-ordinating with all other sides of Hasbro to make sure our content is also supporting their needs as well. Generally, I’m pretty excited to go to work on a Monday morning – and love making movies.

I hear the enthusiasm in your voice, Zev. Lovely. Let’s wrap this up with one last question… A question about a question! So… What’s one question I could’ve asked you today but didn’t? and what’s the answer?
Hmmmm. You could have asked me, “What else does the brand have planned this year?”

That would’ve been an intelligent, apposite question. Let’s pretend I asked it! What’s the answer?
With 2024 marking the 50th anniversary of DUNGEONS & DRAGONS, we’ve created a holistic, multi-faceted plan to celebrate the brand and its milestone. We’re kicking things off by giving fans all over the world the opportunity to play the same adventure, Descent into the Lost Caverns of Tsojcanth, together in game stores, at community centres, libraries; at conventions like Gary Con and PAX East, and on kitchen tables and painted scenery, in video chat rooms, and on D&D Beyond.

Wow. Great pitch!
But that’s just the start, Deej! D&D will improve its immersive qualities with a new 3D virtual tabletop and remove some barriers to play through new features on D&D Beyond. There’ll also be a variety of new adventures and resources to take fans’ D&D experiences to a whole new level.

Great stuff! Thank you, Zev. I sincerely hope you’ll come back and tell us more when the time is right.

The post Zev Foreman, Hasbro Entertainment’s Head of Film, on what makes D&D a success at 50 appeared first on Brands Untapped.

DUNGEONS & DRAGONS is one of your many licensing responsibilities. As the game reaches its 50th birthday, why do you think it’s still so hugely popular?
DUNGEONS & DRAGONS has enchanted fans for 50 years thanks to its innovative gameplay, immersive world, compelling characters and powerful storytelling. These combine to allow friends and families to adventure in fantasy worlds together. D&D has always been about the fans and helping create epic adventures and stories together…

Those stories being key to the experiences, presumably?
Yes. With player choice being an integral part of the experience, D&D has allowed fans to create personal experiences throughout the decades, letting them feel incredibly close to the brand as their decisions and characters take on greater importance…

This is all made possible by the fantastic team of writers and designers at Wizards of the Coast who make the game as accessible as possible. The emergence of digital tools like D&D Beyond and infinite hours of video content on YouTube and Twitch make it easier than ever to get into the game.

Is there anything else, do you think, that’s led to its recent growth?
We’ve seen a boom for the franchise in pop culture as consumers increasingly embrace the fantasy genre and roleplaying possibilities of D&D. Writers, showrunners and other creative people in Hollywood have done a fantastic job of portraying the game in shows like Netflix’s Stranger Things and ABC’s Ghosts. That work has expanded our reach and invited new audiences to experience the world of D&D.

When you look for licensing opportunities, Casey, what kind of thing influences your thinking?
Our primary strategy when it comes to licensing opportunities is first selecting world-class partners. These partners align with our broader mission of creating the magic of play through innovative experiences… We, too, want to become a partner of choice. Through licensing opportunities, we’re able to expand our brands through a franchise-first approach while building strong consumer relationships that harken back to our ‘consumer is king’ mentality.

Then, we want to make sure that the opportunity fits the brand and its fanbase. It’s important that any licensed item fits what our customer base desires, but it’s particularly important with a brand like DUNGEONS & DRAGONS which boasts nearly 50 million passionate fans to date.

A million fans for every year it’s been going! And can you, Casey, give us an example of a great license?
We worked with Burgschneider, for example – one of the most renowned suppliers of Live-Action and Role Play fashion – to launch a premium D&D collection in the European, Middle East and African markets, as well as North America last year. This was timed to fit with the theatrical release of DUNGEONS & DRAGONS: Honor Among Thieves. The collaboration was authentic to the brand and allowed fans to showcase their fandom by donning the fashion in celebration of the movie and beyond.

And as regards these partnerships, what qualities do all of your DUNGEONS & DRAGONS licensing deals have in common?
At Hasbro, our ultimate mission is to entertain and connect generations of fans through the wonder of storytelling and exhilaration of play. With this guiding principle, and our consumer as our North Star, we work with best-in-class partners that help us to deliver on the wants and needs of fans around the world.

What’s the X-Factor, though?
In terms of an X-Factor as it relates to DUNGEONS & DRAGONS, I’d say that it goes back to one of the core tenants of the brand – creativity and connection. No matter how many times you’ve played D&D, no two campaigns are the same and, for us, we aim to bring the same level of creativity our fans show in their D&D campaigns and adventures to our licensing deals for the brand.

For instance, we teamed up with the award-winning publishing house, Ten Speed Press to launch Heroes’ Feast Flavors of the Multiverse: An Official D&D Cookbook. The mouthwatering book presents a culinary tour that features original recipes inspired by regions and settings from across the Forgotten Realms and beyond. Developed by a professional chef, the 76 dishes within include scrumptious appetisers like the Talyth and Goldenstars; savoury main courses such as Steak of the Deep; alcoholic and non-alcoholic beverages and desserts.

Great stuff! And a cookbook might be an excellent example, Casey, of something I wanted to raise… I imagine you face the challenge of broadening the IP’s appeal without ruffling the feathers of existing fans. How do you strike that balance?
We’re very cognisant of our fans’ desires and preferences. In fact, all our programs are strategically grounded in what fans and families around the world tell us they want, need and feel about our beloved franchises, D&D included. As part of our larger strategy, we always ensure our licensed offerings stay true to the brand’s values and feel – so we never are, as you put it, “ruffling the feathers” of our existing fanbase.

Staying true to the brand’s values and feel… Perfect. And wthout giving away anything too sensitive, what untapped areas of licensing MIGHT you look to take DUNGEONS & DRAGONS into?
We’re always open to exploring new ideas to take our brands into all-new categories. Recently, we’ve showcased the results of powerhouse collaborations with LEGO for the LEGO Ideas DUNGEONS & DRAGONS: Red Dragon’s Tale set and Converse for a line of D&D shoes and apparel.

Oh, terrific examples! Very diverse!
I can also say that it’s a big moment for us to enter the live theatrical experience space and would love to investigate more opportunities in the category to bring fans in-person D&D entertainment. DUNGEONS & DRAGONS The Twenty-Sided Tavern, officially opens in New York City starting May 5th. We’re so excited for fans to get a chance to see that show!

Nicely teased! And can show goers, expect at that experience?
Show-goers can expect a ton of laughter – and be in full control of the show by using Gamiotics, a browser-based software… This lets you vote on where the story will go next! So no two shows are alike. For those seeking a more daring experience, there are also opportunities to join the action onstage and test your strength through a variety of games, including trivia, charades, and the ever-popular Fantasy Beer Pong.

Sounds fantastic! And I’ll put a link in here, Casey, so that people can visit the website for that directly. Now! We do need to start wrapping this up, but I’m curious: what’s your background?
I’ve been working in the licensing and consumer product business for decades, but came to Hasbro semi-recently, joining the company in 2018. In my current role, I lead a global team responsible for formulating, constructing and implementing global strategic plans across LCP categories to benefit brand building and revenue growth for Hasbro. My goal is also to expand the company’s portfolio into all-new categories, channels and markets to reach fans and families around the world in innovative and exciting new formats.

And before Hasbro?
Before Hasbro, I was the Executive Vice President of Consumer Products at World Wrestling Entertainment Inc. – or WWE. Before that, I was the EVP of Global Licensing and Entertainment at MGA Entertainment Inc., and the former Head of Domestic Licensing and Head of International Licensing at Lucasfilm Ltd.

Stroll on! That’s a heck of a pedigree! Wow. Alright… Tell me, Casey what’s the one question I could’ve asked you today but didn’t?
How can fans celebrate the 50th anniversary of DUNGEONS & DRAGONS this year?

Fantastic! And what’s the answer?
We just debuted an amazing LEGO® Ideas building set complete with minifigures, available for purchase April 1 on LEGO.com.

Yes! I meant to ask about that earlier. Good answer. It’s actually an incredible looking set; tell us a little about it…
To play out your D&D adventures, fans can use the LEGO set that includes a downloadable free adventure available on D&D Beyond. That set, in particular, is so special because the fans are so important to us at Hasbro, and the Ideas set was fan designed, fan supported with over 10,000 fans saying they wanted to see it made. It features a fan-designed cover for the set’s instructions as well. Additionally, the set gave us a chance to create a bespoke adventure theme that I think makes it an ultimate collectible for any D&D fan.

You also mentioned Converse?
Yes! With Converse, we see two iconic, timeless brands come together that celebrate the heroes, villains and interactions envisioned by a Dungeon Master. The shoes and apparel feature so many fun nods to the D&D brand! They include the history of the game on the lining of the tongue, and take inspiration from the character sheet on the opposing lining…

That offers a playful customisation opportunity for wearers to personalise player names and stats on the shoe. This plays into what I said earlier about how we want our licensed collaborations to fit the spirit of the brand and with D&D that really is finding ways to amplify creativity and customisation.

Brilliant! Anything else you’d like to mention?
There are so many things, Deej! But we have fun new fashions from Reyn Spooner, home of the world’s most collected Aloha shirts… And BlackMilk, the brand known for making ultra cool pop culture gear. We have a variety of gaming accessories for the 50th anniversary as well from licensees like WizKids, Ultra Pro and others.

Fantastic. You’ve mentioned a couple of other interviewees, there, so I’ll be sure to put in links where possible. In the meanwhile, Casey – thank you so much for making time. What a pleasure.

The post Hasbro’s President of Licensed Consumer Products, Casey Collins, on why D&D is booming appeared first on Brands Untapped.

I did not know that! I’ll start calling them that from now on.
In any case, with our super-talented team of textile artists, we create unique and original artwork that makes its way onto our shirts. Our signature fabric – called Spooner Kloth – is printed on the reverse. That results in a shirt that looks more lived in and wearable since the colours are less intense than the face side of the fabric.

Do you know, that’s something that might appeal to me! I always worry that Hawaiian shirts – excuse me: Aloha shirts – are too garish… So now, tell me a little about the company’s background…
In 1949, we were Reyn’s Menswear with a few stores in southern California. In the 1950s, the founder, Reyn McCullough, moved his family to Hawaii and partnered with a local Waikiki boardshort manufacturer named Ruth Spooner. Once they formed their alliance, Reyn Spooner was born during the golden age of Aloha shirts. It was the reverse printing that really kicked our shirting business into high gear – something totally new and unique at the time!

Great potted history, thank you, Doug. Now, Reyn Spooner holds a range of licenses… Broadly speaking, what makes an IP right for you?
Yes, over the years we’ve made shirts for everyone… MLB, NFL, college, Disney, Peanuts, original Godzilla, The Grateful Dead…

This is quite a Who’s Who!
The list goes on and on, Deej! Reyn Spooner generally has success when the design is either nostalgic, quirky, cute, or has properties that have stories to tell, much like DUNGEONS & DRAGONS.

Of which, how did you come to be working on DUNGEONS & DRAGONS this year?
Simply put: Reyn Spooner LOVES to commemorate and celebrate anniversaries… The D&D 50th was something we couldn’t turn down!

And with something like DUNGEONS & DRAGONS, where do you start the process, Doug?
We first ask what kind of story we can tell with the design. It’s important to connect with the fanbase, and that only happens when you get the details right. We spend a lot of time researching various characters, poses and settings, or classic scenes from a film, say. We generally kick things off with a call with the licensing partner and review their style guide, assets, and ‘do-and-don’t’ guidelines. Each partner is so different. They can provide unlimited creative freedom or put many guardrails in place from the outset. We then must take all imagery from our mood board and begin an edit.

Tell me about that: what is it that helps something make the cut?
When you want to include the best and most memorable stories, some things don’t make the cut simply because there’s only so much space on a shirt… So we begin with a layout of selected images, then a pencil sketch, and finally colour… We paint some designs by hand while others are painted using Adobe software. The licensing partner is brought in for feedback somewhere close to the finish line.

“For icing on the cake, we ask ourselves: what easter eggs we can add in?”

And how often – at that late stage – are there changes?
Oh, there are almost always changes of some sort – that’s the process. But at the same time, the talents of our team are mouth dropping… People go wild when they see the final artwork coloured up, and the process in its entirety – from mood board to pencil sketch to painted art. Lastly, for some icing on the cake, we ask ourselves: are there any easter eggs we can add in? These can be a ‘Where’s Waldo’ moment for the fanbase and fun to include!

Brilliant. I especially like that last touch. And can you describe the D&D shirt to us?
The shirt is a snapshot of playing the game! There’s a party of characters that heads off on an adventure together and we tell their story. The artwork includes six scenes… Each scene depicts one of the abilities: Strength, Dexterity, Constitution, Intelligence, Wisdom, Charisma.

Which is which, Doug?
Dexterity is an Elf Ranger with oathbow fighting an owlbear in the forest. Wisdom sees a human fighter battling a gelatinous cube in a dungeon while a mimic sneaks up from behind. Meanwhile, the halfling rogue keeps himself busy filling up his bag with gold!

I think I used to work with him! Ha! Constitution?
While in a cave, a dwarf cleric and a human wizard find themselves surrounded by a threatening beholder and group of bugbears… They have a hard battle ahead, but no worries: the silhouette of Drizzt is in the background coming to assist! For Intelligence, the dwarf, wizard and fighter are depicted in an epic battle against the Blue Dragon. The wizard is casting a spell as the dragon emits lightning breath.

The detail here is incredible, Doug. You’ve clearly put a great deal into every aspect… What’s left? Strength and Charisma?
Yes! Strength is the final battle… All five characters go up against the Red Dragon. Hidden among the treasure in this scene is the vorpal sword. Then – for Charisma – our party can be seen after the battle. They’re at the Yawning Portal Tavern enjoying beer and sharing stories of their adventures!

“The world of D&D is so rich that it was hard to narrow it down.”

Wow. That really is something else! And with such a rich variety of material available to you, what made you select the imagery that you did?
For the 50th anniversary shirt it was most important for us to include the characters, monsters and beasts that every die-hard fan would want to see. As you say, the world of D&D is so rich that it was hard to narrow it down… We had a few people weigh in on each scene, though, making sure it was a fan shirt made by fans of the franchise. These people included my family members, the creative director of D&D, plus long time D&D adventurer – actor Matthew Lillard.

It’s amazing. I’ll be sure to include which ever images we’re allowed! Tell me: how did you come to be in this line of work? What’s your background?
I’ve been creating prints and patterns for my entire career. I started off at the big guys – Gap and Uniqlo – then went on to a few other exciting projects before landing at Reyn Spooner. I’ve been wearing Reyn Spooner shirts since the 90s, though, so I feel a closeness to the product. This role is all about the artwork. I’m art director, creative director, curator, editor, designer and artist all rolled into one – AND doing it through the filter of Hawaii makes it even better.

Absolutely fantastic. This has been a real pleasure, Doug! We do need to wrap it up, but before we go… What’s the one question I could’ve asked you today but didn’t?
Hmmm. “Tell me about the ‘world’s most-collected’ tagline.”

Sounds promising! Doug, tell me about the ‘world’s most-collected’ tagline!
Thank you, Deej – I will! Reyn Spooner is the world’s most-collected Aloha shirt brand. We have guys that have dozens of shirts in their closets, and many with over 100 shirts. Generation after generation of men love Reyn Spooner. With new shirts featuring D&D, Godzilla, Ultraman and others, we hope that we continue to surprise our customers with something new and unexpected that they absolutely must have.

Fantastic! Thank you so much, Doug.

The post Say Aloha! Doug Burkman, Creative Director at Reyn Spooner, talks storytelling D&D shirts appeared first on Brands Untapped.