#483: Leaders in Customer Loyalty: Brand Story | Play, Partnerships, and Personalization: How Hasbro Builds Loyalty Across Generations

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For more than a century, Hasbro has been a household name in toys and games, with a portfolio spanning over 1,500 intellectual properties, from childhood classics like Candy Land to iconic titles like Monopoly and Clue. But in today’s entertainment landscape, nostalgia alone isn’t enough. To thrive, the brand has leaned into partnerships, fandom, and digital innovation that bring their intellectual properties to life in new and engaging ways. 

Lindsey Camell, Head of Partnerships and Location-Based Experiences for North America, is at the center of that effort. Her team oversees partnerships that bring Hasbro’s IP to unexpected places, from McDonald’s Happy Meals to cereal boxes to even family entertainment centers and resorts. With loyalty woven into its DNA through decades-long activations like McDonald’s Monopoly, Hasbro is exploring how gamification, personalization, and cultural relevance can keep its brands connected to consumers for life.