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Hasbro drops $4B on a kids TV program (and it got some rappers)

Snacks / Tuesday, August 27, 2019

New play-date for the Power Rangers... This one's with Peppa Pig, the British kids show featuring alliteration-enabled animal characters. Toy icon Hasbro will is paying $4B for the company behind the cartoon, Entertainment One. Fun side fact: In addition to Peppa, Entertainment One also owns Death Row Records, the production company behind Dr. Dre.

Peppa's got a passport for China... (stamped regularly). The Blues Clues-meets-Mary Poppins character is translated into 40 languages. But to Hasbro, she's a "Beachhead to go into China for many years to come.”

  • She's been in China since the mid 2000s — and was temporarily banned once for "promoting gangster attitudes."
  • Now she's loved by the People's Liberation Army (they do these military formations in the cartoon's honor).
  • And she's got a spot on China Central Television (that's the state-owned channel).

"Disneyfication" is the future of entertainment... Hasb-rival Mattel is transforming Barbie from toy-to-franchise with her own real-life movie starring Margot Robbie. Hasbro wants a similar profit ecosystem with Peppa. But Hasbro stock had fallen as investors weighed the hefty price tag for the strategy — turns out Disney paid the same sum to get Star Wars back in 2012 as Hasbro splurged for Peppa.

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