Anne Marie Horne – Senior Global Creative Director at Hasbro – on balancing innovation with nostalgia on classic brands

Anne Marie, it’s great to connect! This is our first time chatting for Brands Untapped, so before we dive into all things MONOPOLY, can I ask how you found yourself working in the world of licensing, toys and games?
Most of my career has been in comic books and toys – and I like to joke that my goal is to keep growing creatively without ever fully growing up. With that and my passion for creating products that bring joy, I feel incredibly lucky to have built a career around both. I joined Hasbro to work on MY LITTLE PONY and have since had the opportunity to work on more than a dozen brands across multiple businesses.

LinkedIn tells me you’ve been at Hasbro for over 16 years – what is it about the company that has kept you there for such an impressive stretch of time?
The people at Hasbro and the brands we’ve had the opportunity to shape together have been the highlight of my experience. There is a culture of collaboration and creativity that truly resonates with me. Over the years, I’ve had the chance to work with incredibly talented people who are deeply passionate about the brands we manage. MONOPOLY, in particular, is an iconic property, and working on a brand with that kind of legacy and global impact is incredibly inspiring. Balancing innovation with nostalgia is an exciting challenge, and we’ve had the opportunity to do that not just with MONOPOLY, but with so many of our beloved classic brands.

You led the most recent refresh of the core MONOPOLY game. Can you talk me through the aspects that you felt needed attention?
The core MONOPOLY game is a true classic, and as we approached its 90th anniversary, we knew it was time for a refresh. Mr. Monopoly needed a makeover, and the iconography called for a bold, modern update. The packaging was starting to feel dated, and we needed it to be both fresh and timeless.

With something like that, how do you approach that balance between innovating a classic, and retaining what has made MONOPOLY such a powerhouse?
It’s all about understanding the heart of MONOPOLY – what people love about it and what makes it timeless. We wanted to introduce updates that would make the game feel fresh and modern. Kat Murray, the creative director on my team who oversees MONOPOLY, poured her heart and soul into this project, along with our MONOPOLY graphic designer, Johnny Lopes. Together, we crafted visual storytelling that strikes the perfect balance. We dove into classic MONOPOLY iconography – so many of its elements are instantly recognisable, like the stylised lightbulb, train engine, chest, and question mark. The moment you see them, you know they’re from the game. Breaking through outdated ways of thinking and landing in a creatively powerful place is deeply satisfying.

One interesting aspect of the core MONOPOLY game is that some of the, perhaps, more ‘old-school’ looking elements are now iconic – and somewhat stand out in today’s modern tabletop space. What lens do you look at the game through to evaluate where an aspect needs revamping versus retaining something for nostalgic appeal?
When evaluating what to revamp versus what to retain, it’s really about balance. We recognise that some of those “old-school” elements, like the board design and money, have become iconic in their own right. These elements are beloved by fans, so we need to be careful not to change things too drastically. It’s a constant dance between keeping the brand familiar and fresh, and knowing when it’s time to embrace modernity without losing what makes MONOPOLY what it is.

And what fuels your own creativity Anne Marie?
I’m fuelled by the people around me. My team is made up of incredibly talented, creative, and thoughtful individuals, and we work alongside some of the smartest, coolest, cross-functional partners around. Nothing energises me more than bringing together people I respect to tackle creative challenges or share inspiring work we encounter out in the world.

Finally, what’s your go-to token when playing MONOPOLY?
Believe it or not, when I was a kid, I always chose the iron token. I think I liked it because if any token could be considered the underdog, it would probably be the iron. It wasn’t a love for the domestic chore – I’ve never been especially fond of ironing. Since it’s been retired, I go with the Scottie dog. Who doesn’t love a dog?

Both great picks! Thanks again!

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