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Hasbro Influencer Programs 2025

    Amplify + Hasbro match creators for Nano-Mals, DJ Furby, and PlayDoh x Mattel.

    Challenge

    2025 saw Hasbro introduce a suite of products to a diverse set of audiences - from the nostalgic in DJ Furby, exciting pocket-sized pets, and arts and crafts possibilities with Play Doh Barbie.

    DJ Furby Rainbow was a new introduction to the Furby family with the key challenge of speaking to a multi-generational audience from Gen Z + younger millennial Furby fans to the nostalgic older millennial parents with Gen Alpha children who are sharing their nostalgia or the 1990s with their children.

    A licensing collaboration product - Play-Doh Barbie - had the aim to encourage young Gen Alpha girls to get creative about designing and creating Play-Doh fashions for Play-Doh Barbie dolls. The new collaboration meant driving awareness about the product as well as showcasing imaginative ways this audience could get creative with the Play Doh tools, pattern packs and doll assortments.

    Nano-mals was another of the newest toy brands launching from Hasbro - sensory, pocket-sized pets that encourage nurture and sensory play. The goal was to create a kid-directed influencer programme that centred around a moment at Vidcon and came to life across YouTube.

    Insight + Strategy

    We know that young children are watching YouTube increasingly in their spare time, facilitated through their parent’s Youtube For Kids accounts. Young girls especially use YouTube as a portal to imagination and real-world play.

    We know that young girls gravitate towards age appropriate content such as fun challenges, make believe role playing and animated content as well as aspirational content such as unboxings, hands on activities like crafting and tutorials.

    With Furby, we knew that two key audiences had a connection and affinity to the brand - Millennial parents who loved the original toy and want to share their love for it with their Gen Alpha children, and Gen Z Furby fans who love the product and quirky brand ethos.

    Solution

    For Nanomals and Play-Doh x Barbie, we briefed our creators to creator content what would merge more fun, playful themes with aspirational, aged up moments such as unboxings, VLOGs and tutorials. This would provide the young creators an opportunity to enjoy and engage with the new Hasbro toys in authentic ways while ensuring they can come across from a place of authority and aspiration in their content.

    All content briefs ensured the product and brand messaging was injected into the video while still ensuring that the creators’ unique personalities shone through, connecting authentically with their audience.

    With Furby, we engaged both a Gen Z DJ to attend and play at the DJ Furby VidCon booth, creating content around the experience as well as the launch of the new product, and also a millennial parent content creator sharing content around the product launch, bridging the gap between the OG millennial toy and the new toy with a large plethora of interactions and games.

      • 15x

        Creators engaged

      • 50x

        Pieces of content created

      • 5.4 million

        audience impressions

    Brand Experience Agency of the Decade