How to sell a toy idea to Hasbro

In its own words

“We do not accept unsolicited ideas or proposals.”

What you agree to by sending something

“If you nevertheless provide suggestions, ideas, or feedback (“Feedback”), you agree that we may use them without restriction or compensation and that such Feedback is non‑confidential.”

“Of course, submitting an idea through this website does not mean it is unique and that you have exclusive rights to the “idea” behind it, because many submitted concepts may already exist in the world or be very similar to others.”

What it says it looks for

“A sizzle reel is a short video which should introduce you and explain your product idea.”

“Show the big “wow” moment.”

“Although not necessary, if you have a patent, let us know.”

What it has bought from outside

1. 2019

   Entertainment One (eOne), owner of Peppa Pig from Entertainment One US$4 billion

   “On December 30, 2019, eOne was acquired by American toy and entertainment company Hasbro for US$4 billion.” en.wikipedia.org

2. 1999

   Wizards of the Coast (Magic: The Gathering, Dungeons & Dragons) from Wizards of the Coast about US$325 million

   “In September 1999, toy manufacturer Hasbro bought Wizards of the Coast for about US$325 million.…” en.wikipedia.org

3. 2022

   D&D Beyond from Fandom $146.3 million

   “On April 13, 2022, Hasbro announced its acquisition of D&D Beyond for $146.3 million, with plans to officially support previous purchases made on the service and have it be absorbed into Hasbro's Wizards of the Coast.” en.wikipedia.org

4. 1952

   Mr. Potato Head (Funny Face Man) from independent toymaker George Lerner

   “Potato Head was invented and manufactured by toymaker George Lerner in 1949, but was first distributed by Hasbro in 1952. [ 1 ] [ 2 ] It was the first toy advertised on television [ 1 ] [ 3 ] and has remained in production since.” en.wikipedia.org

Other companies that take a toy idea

• 

  MattelHas a submission portalMattel considers no unsolicited ideas.

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  Radio FlyerHas a submission portalRadio Flyer takes product ideas only from inventors with a published utility patent application or an issued utility patent.

• 

  The LEGO GroupHas a submission portalLEGO takes product suggestions only through LEGO Ideas at ideas.lego.com, built from LEGO bricks.
• Just PlayHas a submission portalInventors reach Just Play through the contact form at justplayproducts.com/contact, by choosing Inventor Inquiry.
• Melissa & DougHas a submission portalMelissa & Doug takes product ideas at melissaanddoug.com/pages/product-ideas.
• Spin MasterHas a submission portalSpin Master takes concepts from inventors through its portal at inventorportal.spinmasterstudios.com, and treats anything sent another way…

• 

  BandaiDoes not take outside ideasBandai accepts no ideas from outside the company.

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  CrayolaDoes not take outside ideasCrayola does not accept ideas or materials it did not ask for, to avoid disputes over products it develops on its own.

All of them, open doors first