We may need you to click on a few ads over there on the right, because our rent here at Fool HQ just went up to $8.5 million. That's according to Monopoly City Streets -- a joint venture between Hasbro
This massively multiplayer Monopoly is the result of one of Hasbro's top strategies: expanding its strong brands beyond just toys and games to create an immersive consumer experience across all touch points. That strategy could make Hasbro an incredibly profitable company.
The Monopoly brand already extends beyond the classic board game, including slot machines and the popular McDonald's
More than meets the eye
Will a Monopoly movie really reinvent the classic board game? It certainly worked for fellow Hasbro brand Transformers, a 25-year-old line of boys' toys that was revived into a blockbuster. This summer's critic-proof sequel, Transformers 2: Revenge of the Fallen, became one of the top 10 highest-domestic-grossing films of all time, raking in more than $400 million in the United States. And with more than $800 million in worldwide receipts, the film helped steadily raise Hasbro's stock to near its 52-week high.
While licensing brands such as Transformers represents only 3% of Hasbro's annual revenue, such efforts do help distinguish Hasbro from the leading toy manufacturer by sales, Mattel
Sound familiar? It's not unlike what Stock Advisor favorite Marvel Entertainment
Hasbro is just getting started
Hasbro's strategy of immersing the world in its core brands through entertainment licensing provides more than just financial gains; it may be the key to its expansion into new offerings.
Hasbro is accepting the harsh reality that children are moving away from traditional toys and games at a younger age. As a result, the traditional toy manufacturer must compete where its audience is, which today includes online and video gaming.
Hasbro has adjusted to the changing industry by building partnerships with Electronic Arts
Hasbro, Activision Blizzard, Electronic Arts, and Marvel Entertainment are Motley Fool Stock Advisor recommendations. Google is a Rule Breakers selection. The Fool owns shares of Hasbro. Try any of our Foolish newsletters today, free for 30 days.