How woke is Hasbro?

Introduction

Hasbro, the beloved toy giant behind classics like Monopoly and Transformers, has taken a sharp turn into the world of modern social justice. While many customers still associate the brand with family-friendly fun, its increasing focus on progressive activism has raised eyebrows. 

From financial support for politically charged causes to branding steeped in inclusivity, Hasbro seems determined to wear its “woke” badge proudly. But does this shift alienate more traditional consumers, or is it just the cost of doing business in today’s world? Let’s dive in.

Financial Contributions to Progressive Causes

Hasbro’s philanthropic efforts reveal an evident dedication to advancing progressive social agendas. Through the Hasbro Foundation, the company pours resources into organizations addressing systemic inequities, such as race-based initiatives and climate change activism. 

But it doesn’t stop there. OpenSecrets highlights that Hasbro is no stranger to supporting progressive political candidates and causes, making it clear where its values lie. 

Prioritization of DEI Policies

Hasbro makes no secret of its commitment to diversity, equity, and inclusion (DEI). The DEI Report 2021-2022 outlines ambitious goals for increasing representation in leadership, focusing on women and underrepresented racial groups. 

In its newsroom, Hasbro hails programs that promote women in the workplace, stating, “Advancing women in the workplace remains a cornerstone of Hasbro’s corporate ethos, reflected in programs aimed at shattering glass ceilings in leadership.”

However, these hiring practices risk creating quotas that prioritize identity over merit. Is this a push for genuine equity, or does it sideline traditional hiring standards? That’s the debate Hasbro’s policies continue to stir.

Mandatory Training Sessions

Based on available information, no specific evidence exists that Hasbro mandates training sessions on social activism topics such as unconscious bias or critical race theory. The existence, nature, and extent of such training within the company are unknown.

Support for LGBTQ+ Initiatives

Hasbro’s dedication to LGBTQ+ inclusion is front and center, especially during Pride Month. As the company’s newsroom highlights, “Through its Pride Month celebrations, Hasbro aims to amplify LGBTQ+ voices and foster an environment where all identities are valued.” 

Another release proclaims, “‘Pride is for everyone,’ underscores Hasbro’s commitment to creating inclusive spaces for employees and audiences alike.”

While some consumers see these efforts as commendable,  the company is veering too far from its family-oriented roots. Is Pride Month inclusion a genuine celebration, or is it another case of corporate virtue-signaling? That’s up for debate.

Marketing and Branding

Recent partnerships, such as with Prime Video, reflect this progressive shift. As Kidscreen reports, “Collaborations with Prime Video mark Hasbro’s effort to reimagine its brand narrative through progressive storytelling.”

At the same time, Hasbro’s CSR goals include targeting diverse audiences and aligning campaigns with DEI values. But while progressive storytelling may win points with niche groups, critics wonder if Hasbro risks alienating the broader consumer base that helped build its legacy.

Conclusion

Hasbro has undeniably positioned itself as a champion of progressive values, from philanthropic contributions to DEI goals and LGBTQ+ advocacy. While these initiatives win praise from social justice advocates, they also leave a significant portion of its traditional customer base feeling alienated. In trying to appeal to everyone, Hasbro may ultimately risk appealing to no one.