Last Updated on December 23, 2019 by Danielle
Hasbro announced a new subscription crate service for gamers.
Beginning this summer, Hasbro Gaming has announced that it will officially launch a new crate subscription service in the United States. There have been many other similar toy subscription services like Amazon’s STEM Club, Pley’s Disney Princess Subscription, Disney Treasures, and Loot Crate. But this is the first time a major toy manufacturer like Hasbro will take a shot at the business model.
First, the Hasbro Gaming Crate is designed for gamers. The marketing on the Hasbro Gaming Crate box reads: “Game Night Delivered!” Subscribers will receive three curated games for $49.99 for each crate. They can choose to purchase from party or family-themed categories and crates are shipped four times per year.
Jonathan Berkowitz, SVP of Marketing at Hasbro Gaming, stated they’ve analyzed the subscription trend out of the toy industry and took notice of its strength. Their thinking was that gamers are really into their games and like trying new games all the time, so it would be a match made in heaven for the gaming category.
The family-themed crates will be designed to appeal to all ages, whereas the party-themed crates will feature a little more edgy games more suitable for adults.
In fact, Hasbro assembled a new team within Hasbro Gaming to focus on solely on delivering the Hasbro Gaming Crate service.
Hasbro’s gaming business has performed well in recent years. Revenue for the games category soared 9% last year, driving Hasbro’s performance over $5 B. Interestingly, in fact, this was the first time in the company’s 94-year history that it’s reached this incredible milestone.