That’s right! Hasbro has entered into a partnership with the Araca Group, a Broadway theatrical production and brand management company, to create a series of projects for the stage and beyond the first of which will be Monopoly, the Musical!
Like a Hollywood actor wanting to prove himself, Hasbro is stepping beyond their toys & games, as well as, the big screen world of Transformers, G.I. Joe, etc. and onto a live Broadway stage. Their new partner, the Araca Group, is no newcomer to the business having been previously involved in the production of such Broadway hits as Disgraced, Wicked, A Raisin in the Sun, and Cat on a Hot Tin Roof, among many others. According to the exclusive obtained by Variety, “A merchandise deal for “Magic: The Gathering” first brought Araca into contact with Hasbro, after which the two companies began to discuss the potential for collaborating on stage work.”
In addition to the Monopoly project which is still several years away, we can expect even more collaboration between between Hasbro and Araca that is expected to delve into many different markets ranging from theater to amusement parks to cruises. All indications are that Hasbro is making a big move to get its name out there as much more than just a toy company.
For more information, read the full article from Variety by clicking <here>.