Hasbro organizes their brands into a brand Architecture that is divides their brands into Franchise Brands, Challenger Brands, Mega Gaming Brands and Partner Brands, and New Brands. Hasbro owns a total of 1,500 brands but focuses most of their efforts on developing their brands into Franchise brands. These Franchise Brands are Hasbro’s core focus as these brands provide the greatest opportunities for execution across the entire brand blueprint and have the greatest long-term revenue and profit potential, and deliver the best ROI. These Franchise Brands are LITTLEST PET SHOP, MAGIC: THE GATHERING, MONOPOLY, MY LITTLE PONY, NERF, PLAY-DOH and TRANSFORMERS.

Their Challenger Brands are their owned or controlled Hasbro brands which have not yet