Hasbro’s Bradley Bowman talks STRETCH ARMSTRONG, LITTLEST PET SHOP – and how creativity thrives within a big corporation

Bradley, it’s always great to catch up. I wanted to kick off by picking your brains on STRETCH ARMSTRONG. That’s relaunching very soon with Basic Fun! What should expect?
What’s really exciting there is that Basic Fun! are not only relaunching a classic version of Stretch Armstrong and nemesis, but even more excitingly introducing a reimagined makeover for STRETCH ARMSTRONG that we believe will better resonate with Generation Alpha kids today. In bringing this new direction to life, our collective creative teams have leaned into STRETCH ARMSTRONG’s timeless appeal, but we’re also evolving the brand in bold new ways.

At the heart of what consumers will see unfold over the coming years is our third party driven ecosystem that opens storytelling, collaboration and licensing opportunities beyond just the core toy line. Think of it as the expanded universe making sure STRETCH ARMSTRONG doesn’t just come back – he comes back bigger, bolder, and more culturally connected than ever.

On that, what kind of brand collaborations suit STRETCH ARMSTRONG?
With the playability of STRETCH ARMSTRONG, the possibility for collaborations is endless. We’re looking at what’s relevant with Gen Alpha and fans, upcoming entertainment and video game slates, and even disruptive collaborations that may be unexpected.

We know that to really drive relevance and volume at retail today, especially with this generation, it’s not just about nostalgia – it’s about tapping into the cultural zeitgeist. To that point, we couldn’t be more thrilled that Basic Fun! has partnered with Disney to bring Stitch into our STRETCH ARMSTRONG world. A perfect fit and the first of many co-brands to come.

As a brand, STRETCH ARMSTRONG is almost 50 years old. What dictates when one of your brands gets a creative ‘shot in the arm’ so to speak?
Anniversaries are a major catalyst to give a classic brand a creative resurgence, and from both a commercial and consumer standpoint, they’re incredibly powerful. It marks the point where a generation that grew up with a brand now has a deep sense of nostalgia. That audience is ready to re-engage – whether through collectibles, apparel or fresh storytelling – and we see a strong demand for products that let them reconnect with a piece of their childhood.

Internally, we maintain a robust anniversary tracker across all our brands. It alerts us to key milestone moments, whether that’s tied to the origin of the IP or a significant content launch. These moments give us license to reintroduce, remix and reimagine. Sometimes, we find synergy in cross-brand celebrations – if two properties are hitting milestones in the same year, we explore playful mashups or thematic overlays that double down on the nostalgia and fan engagement. Of course, there’s no one-size-fits-all formula. Every brand has a unique heritage and fanbase.

Take JEM AND THE HOLOGRAMS, which celebrates its 40th this year – that theme song still lives rent-free in many of our heads! We’re leaning into the fan love with anniversary-driven activations that celebrate both the era and its enduring pop culture impact. Ultimately, anniversaries are more than just dates on a calendar – they’re strategic springboards for consumer connection, retail storytelling, and revitalising beloved IP in ways that feel fresh, relevant, and emotionally resonant.

And if we look at the relationship between a core toy line and its broader licensing activity, how key is the success of the toy line to wider brand opportunities?
When you look at the interplay between a core toy line and broader licensing activity, the toy line is absolutely foundational – it’s the engine that powers the entire brand ecosystem. Take what we’ve achieved with Basic Fun! on LITTLEST PET SHOP. The brand had been dormant for a while, but now, just into the second year of its relaunch, it’s maintaining its number one growth property status across the G10. That’s huge!

At Licensing Expo, LITTLEST PET SHOP was the reemerging name on everyone’s lips – whether it was lifestyle, apparel, home goods, back-to-school, you name it. It’s a clear example of how a successful Master Toy doesn’t just lead; it unlocks.

We’ve spoken a lot about anniversaries, and next year will see you celebrate your 10th anniversary with Hasbro. What about the company has kept you there for such an impressive stretch?
I’ve been fortunate in my career and have worked for some of the best leaders in the industry. Before Hasbro, I spent a decade at Viacom – back when it was still Viacom, not yet Paramount! That chapter with Nickelodeon was such a formative time for me. Linear cable was king, and it truly felt like my crash course in licensing – my college years, so to speak.

Joining Hasbro? That’s been my grad school. And what’s kept me here for nearly 10 years now? A few big things. First, the brands – we work with icons. The power and depth of the IP here is unreal. But beyond that, it’s been my personal evolution. I’ve grown a lot since day one. I still get to engage with toys, which I love, but what drives me now is the strategy side – shaping big-picture ideas and then working with my team to bring them to life.

These days, I kind of feel like a basketball coach with a clipboard. I’m not taking the shot anymore – but I’m drawing up the plays, helping the team find the best path to the win. That shift into leadership has been energising and humbling all at once. It challenges me daily – and I thrive on that.

Most of all, I love my team. I love the culture. And I’m genuinely grateful that Hasbro continues to give me the space to grow into the kind of leader I want to be. The learning hasn’t stopped – and that’s what makes this ride so exciting.

Good answer! To wrap up, we’ve spoken several times about some brilliantly creative, design-led launches in the past. And there might be a perception that those are tough to execute in company that has such a big corporate structure. What’s your view on how to get great creative results in a big corporate company?
I love this question because it gives me a chance to spotlight something that doesn’t always get enough airtime: the creativity behind the curtain. Most of the time, people want to talk numbers – ‘How’s the toy performing?’ – and of course that’s important. But the real magic? That starts with the creative minds who bring these ideas to life.

I lead a team of 11 incredible people – six focused on the business side and five on creative. I’m lucky to have some of the the most imaginative designers in the game on my Team, led by Pete Kellond in London. Pete, my Team’s Global Director of Licensed Toy and Game Product Development, just gets it – he has this uncanny sense for what’s next and how to translate trends into products that pop.

And look, creativity inside a big corporate company? It’s not just possible – it’s thriving. You just have to create the right conditions: trust, collaboration and a little room to colour outside the lines. Take Kaiser Ramos, one of my team’s Product Development Managers. She helped bring to life the LeBron James MONOPOLY game, collaborating with Winning Solutions and Nike. That’s a masterclass in brand, design and cultural relevance all coming together. She’s also been instrumental in the POWER RANGERS relaunch, amongst others. Her work – and the work of our whole creative team – is shaping what hits shelves in a way that’s both strategic and fresh.

At the end of the day, what makes great creative thrive in a big company is believing in your people, championing their ideas and giving them the space to surprise you. I feel incredibly lucky to do that every day.

Bradley, a huge thanks again. Let’s do this again soon!

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