“Momentum is on our side…”: Hasbro’s Sally Carnota discusses a very busy year – and what’s still to come

Sally, thanks for making time. How’s the year been for the UK LCP team at Hasbro so far?
It’s certainly been an eventful year already! One of the biggest moments came in February, just ahead of New York Toy Fair, when we revealed Mummy Pig’s pregnancy. The fan, partner and retailer reaction was phenomenal; triggering a viral wave of buzz online and immediate uplift in sales across the business. It’s clear that PEPPA PIG continues to be a major driver for us – not only this year but for years to come.

It’s important to note that this isn’t just a one-off… It’s a pivotal moment and new beginning for a beloved brand that’s resonated with families for over two decades. There are endless possibilities for heartwarming moments and family firsts as the group settles into their new dynamic as a family of five.

“Despite an unpredictable business environment, we’re focused on what matters: listening to fans, investing in innovation and showing up with purpose across every channel.”

Terrific. And away from that big pig news?
Another milestone this year is MONOPOLY’s 90th anniversary. In February, we launched a refreshed version of the game, along with new expansion packs for a faster-paced experience. We also debuted a delightful MONOPOLY Tea Tour in London, in collaboration with Path Entertainment Group and Brigit’s Bakery. This takes guests on a MONOPOLY-themed sightseeing adventure aboard a Routemaster bus! There’s plenty to come from the UK this year across fashion, FMCG and more – including collections with DRMERS and Arthur Sleep.

We’ll keep an eye out for that. TRANSFORMERS celebrated its own milestone last year… Is the momentum still sparking exciting launches there?
Absolutely! The action and adventure continue with a steady drumbeat of releases from partners like Skybound Entertainment for their comic series aimed at adult fans, as well as Robosen who are rolling out their auto-converting robot series like the recent Bumblebee robot release. Recently, we also announced a collaboration to release a new 1000-piece Trefl Prime Unlimited Fit Technology puzzle series…

Despite an increasingly unpredictable and complex business environment, we’re focused on what matters: listening to fans, investing in innovation and showing up with purpose across every channel. We’ve got plenty more to reveal at the Vegas Licensing Expo and throughout 2025.

You look after the UK. Are there any brands that perform especially well there?
PEPPA PIG is undoubtedly a powerhouse in its home market, the UK. The news of Baby Pig’s upcoming arrival sparked incredible excitement! It’s been amazing to see such enthusiasm. We always knew this year had huge potential for the brand and the reactions have really affirmed that. Beyond PEPPA, the UK is particularly fond of MONOPOLY, TRANSFORMERS and MY LITTLE PONY. There’s a deep affinity for nostalgia and storytelling here, which makes the UK an especially exciting and emotionally resonant market.

What truly sets the UK apart, though, is its licensing community… Brilliant, collaborative and endlessly creative. The UK continues to be a global leader in licensing thanks to the strength of its talent and spirit of innovation. It’s a place where bold ideas are welcomed – and where some of our most dynamic partnerships are born.

Finally, we also see tremendous opportunity ahead for PLAY-DOH – the number one Arts & Crafts brand. The UK always embraces creative, hands-on play and we’re actively exploring ways to expand that presence in even more meaningful and exciting ways. So… Watch this space: there’s more to come.

What are some licensing ‘north stars’ for you?
We’re guided by a few key principles: fan-first thinking, cultural relevance and longevity. But we also pay close attention to age segmentation. From infants to lifelong collectors, we build with intention across every life stage.

We’re also seeing meaningful growth in our ‘grow with’ approach, especially with PEPPA PIG. It’s a brand designed to evolve with the child: from infant play and pre-school content to early school-age storytelling… And we’re expanding that journey even further. There’s more to come… Especially as we look to scale into notable infant-focused brands that align with our mission to deliver joyful, developmentally rich play.

Ultimately, our north star is simple: build brands that are culturally connected, emotionally resonant and built to last.

One last question! What are your key focuses for the rest of the year?
There’s a lot of excitement ahead. From new PEPPA PIG products that reflect the family’s next chapter to MONOPOLY’s 90th anniversary celebrations, momentum is definitely on our side. We have some fantastic MY LITTLE PONY collaborations lined up – like TY Beanie Bouncers and Eighties and Nineties-inspired ‘Totally Rad’ Ponies from Basic Fun! Both of these tap into the growing demand for retro-inspired collectibles with modern charm.

Of course, alongside all the creativity, we’re laser-focused on delivering a strong close to our financial year. It’s a commercially critical window, and I’m incredibly proud of the momentum we’ve built and the talent across our teams driving it forward. We’re all aligned around one clear goal: finishing the year strong and setting up for even bigger wins ahead.