Hasbro’s Marisa Morgan on puppets, Muppets – and her career telling stories in licensing

Marisa Morgan. You are – let me get this right – the Global Creative Lead, Action Brands & Games, Licensed Consumer Products, Hasbro… Unfortunately, that job title is so long we don’t have much time for anything else! What does it all mean, though? What do you actually do?
Ha! Well currently, my team’s primary focus is creating style guides, artwork and assets for the licensed consumer product business at Hasbro. But we’re way more than that. We bridge the gap between local product development, creative and global franchise brand teams. Which basically means we interpret the brands into guides with a consumer product focus.

Oh, my days…
Yes, and that’s a very corporate way of saying it! But we’re constantly thinking about how we can use those assets in market, whether it’s on hard or soft goods. My background is toy, so I have a particular interest in ensuring assets work for 3D executions. That’s partly because I’ve spent so long on the other side, working for licensors and various partners – and being given guides and thinking: this is absolutely not going to work for 3D…

You can tell at glance, can you?
Yes, pretty much. When some guides come through, they’re just beautiful. I know something is going to look absolutely wonderful on a T-shirt! But I don’t know how I’m going to break it down to put it on a 3D execution. That isn’t a simple thing. Another example: some colours look fantastic on fabric but appear very different on plastic… So it could also be about making texture files so that we can create bespoke textures for 3D products.

And just to help me picture this: for what kind of action brands are you responsible?
My remit spans action brands like Transformers and Nerf as well as games like Monopoly and Dungeons & Dragons – D&D. Those are just some of the key franchise brands – we’ve also got access to Hasbro’s Vault… So that might be re-imagining Hasbro’s Classic IP. And that’s full of opportunities! I also have another hat: managing the PD development for global D&D. In a large company like Hasbro, that’s a real opportunity: to understand what the partners and Product Development team are passionate about it when creating assets.

And presumably you and your team are big fans of those brands?
Oh, yes! I’ve got team members that sit in the Seattle office that are huge fans of the D&D brand. And obviously that’s been such a help for me in learning about and deepening my appreciation for the brand… Because D&D fans are extraordinary. For many of them, it’s a way of life and it’s amazing. So for my team, matching assets and product development to the fans’ engagement, journey and adventures is paramount. It sounds too corporate to say we’re “engaging new audiences while nurturing existing fan love” – but we really do work to find that balance.

I think you’re right to use those words actually – because D&D has an audience for whom finding the balance matters profoundly. Some fans are enormously protective of the brand; it’s a massively difficult job to protect the ongoing feeling of nostalgia while making it feel fresh for new people. And maybe the film last year showed how to strike the right balance…
Yes! That’s a good example; they really nailed it. Everybody seemed to come away happy. That’s a remarkable achievement. When I came into this, I’d only dabbled in D&D a little bit years ago – back, dare I say it, in the eighties. And it was hard for me to love it because – in one game – I died very quickly. I was just a huge let down for the other adventurers! Ha!

Ha! Well, you’re passionate despite that… That’s good. It does sound quite traumatic!
Well, even recently I went to play a game and almost immediately got left down a hole with a broken leg…

Ha! Oh, my god! And – I hope you mean during the game? Not on the way over?
Ha! Yes! Thanks for clarifying!

I felt obliged to! You’re a very popular person in real life! So in terms of your responsibilities, when you’re looking for a creative partner to work on one of these brands, what is it that you’re looking for?
It’s passion, collaboration and communication. They really are key for me. Over the years, I’ve increasingly loved working in a franchise-first role. And Hasbro absolutely allows me to do that, which is wonderful. It means I get to build those relationships across the business and figure out what makes stakeholders tick. I’m so lucky to be surrounded by smart, passionate people who care about the brand and communicate it clearly. That’s energising and it drives me. So my goal is to create assets that they’re inspired by, proud of and excited to use.

You sound hugely passionate about it!
Thank you! I am… I really enjoy working with that type of person. I’m also all about making assets that are future proof and serve the broader business… Less duplication, more intentional creativity. That means I ask a lot of questions to ensure the team aligns with the bigger direction. I know it’s a fine balance because, as a consumer, it makes my heart sing to see something that speaks to fan knowledge. It shows the team cares about that brand in the same way I do. So when partners bring that passion, or include a detail that enhances the story, the consumer in me feels excitement. I find myself thinking: ‘I want that’ or ‘I’d buy that!’

How did you come to be at Hasbro, Marisa?
Well, I’ve been in the toy industry 20 years. In that time, I’ve got to know some fantastically talented people… Last year, I was thinking about a change and had some conversations back and forth with people I know. And I just decided to make a leap from freelance consultant to full-time working for a company again because I missed working directly with a team and nurturing creativity in others.

And why Hasbro, then?
One big draw with Hasbro is the brands. I know that I’d be able to work consistently on brands that I’m a fan of. Transformers is a great example… I remember it from when I was a kid. And I love the lore behind it. I love the storytelling. And as with D&D, I’m totally getting immersed in who does what and whether they’re evil class or good class and so on… I’m totally here for all that! There are also a lot of the ‘Vault Brands’ that I think, ‘Ooh, that’s lovely!’ These can be brands I’m not working on, but can appreciate because what the teams are doing is awesome… Things like My Little Pony, Furby or Play-Doh.

And you mentioned storytelling there… That’s a good way to segue into your background. Storytelling is at the heart of a lot of that, is it not?
Ha! Quite a lot of it, yes. I’ve come to feel like there are weird chapters of my life. I’ve worked in theatre, I’ve been a puppet designer, I’ve been a puppeteer, I’ve been a toy designer at Disney, a Product Development Manager at Viacom – now part of Paramount. And I ran my own freelance consultancy for eight years. In terms of storytelling, I always wanted to work with the Jim Henson company – because they’re the ultimate storytellers in my eyes. And in licensing, I’ve been able to do that – which was a dream; just amazing.

And they say, ‘Never meet your heroes’, Marisa, but you did, didn’t you?!
Oh! I got to meet Fozzie Bear! I was speechless… At first! I was on the set of one of the Muppet films. I spent about 30 minutes speaking to the puppeteer of Fozzie Bear who then said to me, “Would you like to meet him? Would you like to meet Fozzie Bear?” And I said, “Really? Can I?” Well, he went off, came back and – it’s hard to describe, but I no longer saw the puppeteer… Even though he was crouching down there… As far as I was concerned, it was just Fozzie Bear in front of me. As a puppeteer, I appreciate the skill it takes to totally focus people in that way. That’s when puppets have a truly magical effect.

Wow. I’m hugely impressed by that talent myself, so I can appreciate what you’re saying. Tell me: what’s next for you, Marisa?
Oh, so many exciting things – but some of them I can’t tell you yet! Lots of exciting things on Transformers, Monopoly and D&D. Obviously, we’ve got BLE and MCM Comic-Con coming up, which I’m very excited about. And long-term, I want to explore around accessibility and assets. Because puppets and theatre were such natural, special education tools in my previous roles… I would love to bridge the gaps between mainstream and niche merch. I’d love to see what my team and I create that can be adapted and made more inclusive.

Well, I don’t want to push on that too much because I suspect we’re teetering into sensitive territory. Gosh, this has been fun! Let me wrap it up with one last question that has two parts: first, what’s the one question I could’ve asked you today that I didn’t?
Oh! Hmmm. What would I be doing if I wasn’t a creative?

Perfect. And then the final question is, what’s the answer to that?
Ha! A zookeeper.

Ha! Of course… Of course! I’d have been disappointed if it wasn’t mad!
Ha! Well…Hear me out!

Yes, yes! I’m all ears! But for why?!
So… I was lucky enough to be a volunteer assistant zookeeper for six years at my local zoo. I made friends for life – both human and animal. And zookeepers are a quirky bunch. They’re passionate and knowledgeable about what they do and it’s so inspiring. It’s exhausting, but inspiring – when you’re not being bitten by things or moving poo…

Ha! I get that writing at Brands Untapped, though…
Ha! That’s most of your day?! But in the zoo, I was encouraged to be creative with enclosures, and do fundraising days and teach people about the animals and all of that. It was so rewarding. And I have so many stories about that for another time…

What a remarkable answer. And nicely trailed… I like that you’ve more or less invited yourself back! But you’re welcome anytime. Thank you, Marisa; this has been great fun… Why anyone would leave you down a pit with broken leg is a mystery to me.