Olivier Dumont – President of Hasbro Entertainment – on storytelling, filmmaker collaborations and TRANSFORMERS ONE

Olivier, it’s great to connect! To kick us off, how did you come to be working in the world of entertainment. Was it always part of the plan?
I always wanted to work in the entertainment industry on the creative side, but thought I should first cover my back in case things didn’t take off… So, I studied Entertainment Law which helped get me into the business. I started working on scripted, unscripted and kids programming, but then bifurcated to work solely in kids because of how friendly that industry was.

I did all the jobs that you can think of in that space – including running an animation studio, being the head of Acquisitions and Coproductions for the French equivalent of Nickelodeon and then a unique management role which included Brand Management, Consumer Products, Linear and Digital Content Production and Distribution.

That takes us nicely to your role as President of Hasbro Entertainment. How would you describe the company’s approach to crafting entertainment? What are some key factors involved in deciding which brands make the leap to film or TV?
At Hasbro, our approach focuses on tapping into our portfolio of iconic brands to develop and produce premium film, television, animation, and digital content for audiences of all ages. We’re proud that the depth of our production expertise can seamlessly create adaptations of beloved worlds – like TRANSFORMERS – which can then span lots of different platforms.

“We’re always thinking of new ways to bring the TRANSFORMERS franchise to life.”

On the franchise side, our entire portfolio has the potential for entertainment creation and following last year’s TRANSFORMERS: RISE OF THE BEASTS live-action movie, TRANSFORMERS has continued to experience massive success. Our original animated kids’ series, TRANSFORMERS: EARTHSPARK, debuted a second season earlier this year and dropped season three on October 25th. And there’s the brand’s first fully CG-animated feature film, TRANSFORMERS ONE, which just debuted this September – both of which arrive during the franchise’s 40th anniversary.

At CinemaCon, we unveiled a TRANSFORMERS and G.I. JOE film project with Paramount. So you can really get a sense of our dedication to exploring what’s possible for the Autobots and Decepticons across film and TV. We’re always aiming to develop offerings that deliver something fresh for each format.

You mentioned TRANSFORMERS ONE – which I thought was great. Can you talk me through what appealed about bringing the brand back to animation for a new movie?
The TRANSFORMERS brand is a global powerhouse franchise with millions of fans around the world. Fans have been a part of the journey since 1984 and there hasn’t been a limit to the ways the franchise has come to life… Whether that’s through action-packed movies and TV shows, toys and so many more incredible “MORE THAN MEETS THE EYE” experiences for fans of all ages.

“TRANSFORMERS: EarthSpark is a great example of what it takes to cut through a crowded content landscape.”

Given TRANSFORMERS’ truly extensive footprint and rich storytelling, we were able to effortlessly revisit the origins of the characters, as well as explore CG animation as a format for the new movie. The TRANSFORMERS brand has an enduring connection to multi-generational audiences, who want the chance to dive deeper into the world of TRANSFORMERS through fresh visual and audio experiences. It’s that legacy of fandom that has allowed us to come up with new ways to expand the universe of our iconic Autobots and Decepticons.

I know it’s early days but do you foresee future instalments in this iteration of big screen TRANSFORMERS adventures?
I agree, it is early days, but never too soon to think about what’s possible! In fact, coming off of TRANSFORMERS ONE, we have been exploring future projects with the film’s director, Josh Cooley. The TRANSFORMERS franchise has such a rich history and passionate fandom, so there are so many facets that have yet to be explored in entertainment.

You mentioned Josh Cooley there, and the Michael Bay TRANSFORMERS movies carried his fingerprints. With movies based on your brands, is there an appeal in partnering with an ‘auteur’ – or a director that carries their own visual identity?
We always make the consumer a central component to any of our strategies – it’s how Hasbro brings our brands to life in exciting ways and how we drive long-term, sustainable and profitable growth. We want to continually offer fans a variety of opportunities to team-up, mash-up, and meet up with other characters, teams, and people who share their same passion. Not just in movies, but in their everyday lives fans are already creating their own unique play experiences with these larger-than-life characters.

Internally, our teams are constantly discovering new and relevant insights around the growing appetite and appeal of play experiences featuring collabs like these. The reasoning for these partnerships becomes much more focused on the consumer expectation that we bring the brand to life in a fresh and exciting way. By collaborating with an ‘auteur’, we’re still putting fans first because we get to create a world that a fan – like Michael Bay or Josh Cooley – can share with other consumers who equally love the franchise.

“Coming off of TRANSFORMERS ONE, we have been exploring future projects with the film’s director, Josh Cooley.”

Great answer. Thank you. Now, TRANSFORMERS has also enjoyed success in recent times on TV with EarthSpark. Why do you feel this has resonated?
To provide some context, the way the market has fragmented is a constant challenge. Kids today are being presented with more ways to engage with content than we’ve seen previously. You’ve got all these competing platforms – from linear television, streaming options and social media apps – all vying for kids’ attention. This makes it especially important to create excellent, culturally relevant content to engage both kids and their families.

TRANSFORMERS: EarthSpark is a great example of what it takes to cut through a crowded content landscape because it effortlessly integrates nostalgia, while building new memories for kids today. It provides legacy consumers with the opportunity to enjoy the familiarity of the IP, while also leaving room for fans of all generations to experience an original perspective on a beloved brand. We are very proud of the storytelling, which allowed for the series to be sold to some public broadcasters internationally – such as the BBC in the UK.

This year sees TRANSFORMERS celebrate its 40th anniversary. Why do you feel it has thrived for so many decades?
Dare I say it? TRANSFOMERS has always been… More Than Meets the Eye.

Ha! We did well to get this far without you saying it!
I couldn’t help it. But really, the TRANSFORMERS brand has never wavered in the unique ability to adapt and change, while still staying true to its core concept that robots can convert into other forms. This ability to evolve with our surroundings enables the TRANSFORMERS franchise to resonate with fans over the years. I think this sense of igniting imagination among fans over time has allowed the brand to thrive and see such great success in a multitude of formats. Starting in 1984 with robot toy-figures and the Beast Wars toy line, all the way to the latest entertainment like TRANSFORMERS: EARTHSPARK and TRANSFORMERS ONE, the TRANSFORMERS brand is continuously reimagining itself to offer countless play experiences.

We’re always thinking of new ways to bring the TRANSFORMERS franchise to life – expanding the TRANSFORMERS universe through sensational touchpoints – whether that’s a movie, a comic or an animated series. Whatever the offering, we’re ensuring they’re grounded in our consumer insights and bringing branded experiences that our fans and families are avidly searching for. At the end of the day, I believe it’s that expectation that keeps the brand so exciting and sparks new interpretations for the big and small screens.

Looking ahead from Hasbro Entertainment, what can you tell us about the slate for 2025 and beyond?
For MONOPOLY, we have a live-action movie in development with Lionsgate and Margot Robbie’s production company, LuckyChap. We’re excited to work with these talented teams to bring the beloved brand to life like never before. We’re also working with Sony to explore film and TV adaptions for CLUE. Celebrating its 75th anniversary in 2024, the brand has decades of rich history to explore for on-screen adventures.

Additionally, MAGIC: THE GATHERING is expanding from tabletop to Netflix through a new animated series, which is currently in production with new creative direction from showrunner and executive producer, Terry Matalas. We have a broad slate of current animated series continuing to drop new episodes as well, including PEPPA PIG and TRANSFORMERS: EARTHSPARK.

You mentioned MONOPOLY there. On paper, brands like D&D, TRANSFORMERS and CLUE have more narrative baked into their DNA than, say, a brand like MONOPOLY or PLAY-DOH. Do you enjoy the creative ‘challenge’ associated with bringing IP that aren’t narrative-driven into movies and TV shows?
The ‘challenge’ is always heightened in scenarios like this precisely because of the narrative woven into the DNA. You have to satisfy the purists, who understand the intricacies and nuances of a game or franchise. And on the other end of the spectrum are the consumers we want to turn into lifelong fans – so we need to create an instantaneous moment of joy that keeps them coming back.

“For MONOPOLY, we have a live-action movie in development.”

Nostalgia is a huge part of the challenge. Consumers want familiarity with things in the past that have brought them such positive and unforgettable memories. They want to be transported back to playing DUNGEONS & DRAGONS around the table with their friends – even if that’s delivered through a movie. We’re constantly leaning into the nostalgia factor across many of our programs to give consumers that feeling.

Regardless of medium or format, at Hasbro our purpose is to tell elevated, authentic stories that delight audiences across all ages and generations. That work is intentionally collaborative, integrating the industry’s best creatives, studios and distribution platforms to produce original ideas that capture the hearts of fans.

Olivier, this has been great. Last question! What fuels your creativity? What helps you have ideas?
It’s probably the best question. Being at the forefront of brand and entertainment means that I have to be deeply immersed in what’s going on in the market. What new show just came out? Is there a new movie streaming? Is there a launch that took place in a novel way? And I need to have both an industry specific focus – toys and games – and a broader market focus – entertainment writ large. As you can imagine, I’m doing a lot of reading!

I bet!
I’d also add that good ideas can come from anywhere. You have to be tuned into the possibility that the shy coordinator in a meeting has the next great iteration for a beloved franchise – you just need to make sure they have the opportunity to share it. Or maybe it’s a conversation overheard when you’re standing in line at the grocery store that sparks a search down some obscure rabbit hole. If you’re not open to that, then you might end up missing the next big thing.

Thanks again Olivier. Let’s be sure to catch up again soon!