Is that always a key aim for a show like this? To connect and unearth new partners?
Absolutely, and the percentage of new business we have coming through this show is phenomenal. We used the booking portal quite a lot this year – more so than other years – and we’ve got some great conversations coming out of it. These trade shows are amazing because we get to see our strategic long-term partners as well as explore new opportunities in areas where we might be under indexed. We’ve had incredible outreach from partners this year – it’s been brilliant.

Back in the summer we had a chat about the introduction of Baby Evie and what it can do for the Peppa Pig brand. Creatively, it feels like quite a big swing… New character, new house! How important is it for Hasbro to continue to take these kinds of risks to keep IP exciting and relevant for consumers?
Very important, but only if that makes sense. We’re a business that’s built on heritage brands. If we weren’t continuously looking at ways to re-energise and reinvigorate them, our business wouldn’t keep moving forward at the pace that it is. As you say, Evie is the best recent example of that. It was brave and it was bold, but it’s been phenomenal. It’s been the feel-good story of 2025. We’re all incredibly proud of that story and for what it’s going to bring the brand in years ahead.

Looking ahead to the rest of the year, what launches are you excited to see land?
Monopoly continues to be a big focus for us this year as we celebrate its 90th anniversary. We’ve just launched two beautiful collaborations with iconic British brands — Royal Mail and Royal Mint — and the reaction to both has been fantastic. We’ll be closing the year strong on Peppa too, converting the momentum we’ve had since the arrival of Evie with more fashion launches and other activations that will continue into 2026.

You mentioned the Monopoly anniversary there – what anniversaries will you be celebrating in 2026?
The big one is Play-Doh’s 70th anniversary. This compound brand remains incredibly relevant and is a part of so many children’s lives – we even used it recently at a team meeting to help get us thinking creatively. So there’s lots planned for next year – including a really incredible partnership which I can’t reveal just yet!

Any clues?
It’s in the lifestyle space…

We’ll take that!
Ha! Well there’s so many strings for partners to pull on with Play-Doh – the creativity, the tactility, the colours…

The scent!
The scent! Exactly. Lots to play with.

And how did you nail down where the opportunities lie for Play-Doh? I imagine it could go almost anywhere…
We spent time thinking about the core values that make up Play-Doh – the imagination, the colours… And then we ask: How do we serve that way that moves the brand outside of dough and into categories that make sense. It wasn’t a fast process – we gave our ideas a proper workout! And our creative team played a huge part in that too.

And then we look at which brands we want to approach on opportunities. Who would we love to work with? We basically created a wish list and that wish list is what we’ve been working on this week. We’re approaching high-end stationery, high-end bags, looking at which retailers could execute something special and how we can create demand. It’s been an interesting process.

And has much launched already this year for Play-Doh in licensing?
Makeup with Trouble Maker has just launched in the UK in Superdrug – that’s all about colour. Categories like fragrance and makeup bring Play-Doh to a totally different demographic, so that’s been exciting.

Terrific. You mentioned the important role Hasbro’s creative team played in the development of Play-Doh as a licensing prospect. How key is it for commercial and creative teams to work closely together?
The close partnership between our commercial and creative teams is absolutely critical for our success. I am incredibly fortunate to work with Katie Frame, our Senior Director for Creative, who is an exceptional business partner.

We have a team of creative experts who deeply understand the necessity of this collaboration. We operate as one team, dedicated to sharing our commercial goals and aligning on our business planning. This allows us to determine what our brands require and ensure our creative needs are met – we truly work hand-in-hand.

In a fast-moving environment where we have many things in motion, this creative partnership is what makes the difference. Ultimately, we thrive on our creative output – if the creative isn’t hitting the mark, it simply won’t resonate in the market. Katie and I consistently discuss what’s working well, but just as importantly, we openly analyse initiatives that haven’t performed as expected. Although our business moves quickly, taking the time to pause, reflect, and embrace those learnings – the good and the challenging – is essential for continuous improvement.

Yes, the business moves so fast that while analysing the ‘misses’ is critical, I imagine you really have to carve out time to do so.
We do. And we have to make sure our teams know that it’s okay for things not to work sometimes – because not everything is going to work every time. But you’ve got to take the lessons from those moments. It’s important.

And going to back to the creative process, how does that collaboration manifest with your licensees?
It’s very hands-on and collaborative. Before we started recording, you mentioned the Peppa Pig Whizz-Around sets from Character.

Yes, they’re terrific!
Well, that’s a great example. It was a long process, but one that started on a piece of paper! We were sitting with Character Options’ Jon Diver and he said: “I’ve got this idea…” It’s gone from that, to now to landing in-store and expanding across many different markets. And it’s a great product.

Great example. And before we wrap up, what fuels your creativity? What helps you have ideas for where your brands can go?
I’ve just spent a little bit of time in our Valencia office because I look after Iberia as well. I’ve got an amazing team in Spain and just being out of the office and away from the typical day-to-day was inspiring. You can’t help but think differently, especially when going out to stores and looking at retail in a different country.

As a team we spend quite a lot of time ideating as well. We are really passionate about closing the doors, getting away from our emails down and just thinking – shackles off – about what we’d love to do with our brands. And I’d also add that I like to get outdoors – music on, get outdoors… That fuels my creativity too.

So more trips to Spain is what I’m hearing.
Ha! But it’s true. That change of scenary helps – I think that’s why it’s also important to have holidays. That’s when our brains have the space to think about different things. And our Iberia office is in the heart of Valencia which is lovely. It definitely fuels the imagination.

We should do the next interview in Valencia!
Leave it with me!

Ha! Fantastic! And one last question – how long have you been at Hasbro now?
10 years. I joined from Paramount back in 2015. I had worked on Transformers back there and that’s how I found my way to Hasbro.

Congratulations on the anniversary! Did you get a cake?
I did get a small gift from my amazing manager and team leader Marianne James referencing my 10-year anniversary. I’ve also promised my team I’d bring in some goodies at the next team meeting.

Ha! This interview might guilt-trip them into bringing the goodies in! Let’s see!
Ha! I’ll let you know!

Sally, huge thanks again – and congrats again on the 10-year work anniversary!
Thank you. I’ll get to work on that Valencia trip!

The post Hasbro’s Sally Carnota on new partnerships, taking risks – and what to expect from Play-Doh’s 70th anniversary appeared first on Brands Untapped.

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.

The post “Momentum is on our side…”: Hasbro’s Sally Carnota discusses a very busy year – and what’s still to come appeared first on Brands Untapped.