Hasbro’s new girls brand launches digital first

As Hasbro's first new girls franchise in more than a decade, Hanazuki kicks things off in an animated digital series, with an app and toys set to follow.
January 12, 2017

Hasbro is launching its first new girls franchise in more than a decade, and the toymaker is doing so in a very 2017 way. Lifestyle brand Hanazuki makes its debut today with the company’s first-ever animated digital series, Hanazuki Full of Treasures.

Bowing on YouTube and the YouTube Kids app, the digital series—produced by Hasbro Studios in collaboration with Titmouse Studios—follows a moonflower named Hanazuki. When dark forces threaten to destroy her moon, she embarks on an adventure and discovers that her many moods are the key to a great power that could save the galaxy.

The brand is inspired by character creations originally conceived by Dutch artists Niko Stumpo and Hanneke Metselaar.

The first nine episodes of the 27 x 11-minute toon correspond with the first full moon of the year, and remaining content will be released in nine-episode blocks on subsequent full moons.

In addition to the digital series, the brand will also feature an app, as well as a line of consumer products and toy offerings.

The app will be available in April, while toys will launch in June at select retailers before rolling out across the US in August. The toy line will feature more than 175 collectible figures, plush items and app-connected wearable products designed to allow kids to express their moods like Hanazuki.

A strengthened focus on girl-skewing content and products makes sense for Hasbro, as the Disney Princess franchise helped the company achieve its highest quarterly revenue and earnings in its history in Q3 2016.

In addition to Disney princesses, growth from the Frozen brand, DreamWorks’ Troll-branded goods, as well as small dolls, Baby Alive and Furby, contributed to Hasbro’s revenue growing 57% that quarter to US$462 million. The girls category was also a winner for Hasbro in its first and second quarters last year.

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