Chris Cox

CEO of Hasbro

Claims

As speaker

Mentioned in

Key positions and views

Advocates for aggressive AI adoption in operational and design processes to drive efficiency, but maintains a strict boundary against using generative AI in the creative pipelines for core gaming franchises due to community preferences.

Believes Hasbro's future growth lies in focusing on the adult consumer market to build more durable brands and counteract declining birth rates that have shrunk the traditional children's toy market.

Follows a core corporate strategy called 'GEM Squared' (Gamified, Entertainment-driven, Multi-purchase, Multi-generational) to guide investment and product development.

Views large-scale video game development as a primary vehicle for IP expansion, while being skeptical of speculative technologies like NFTs, which he stated 'came to nothing'.

Emphasizes a resilient and diversified manufacturing strategy, including tooling product lines in multiple countries and maintaining significant US-based production, to mitigate risks from unpredictable tariffs.

Podcast consensus on Cox

Points of consensus

▶Chris Cox is leading a significant corporate reorganization at Hasbro, highlighted by the sale of the E1 entertainment studio to refocus on core brands and improve market performance.Apr 2026

▶Hasbro is aggressively implementing AI across its operations, from design to order processing, which Cox claims has reduced product development timelines from months to days and is projected to save over one million man-hours in the current year.Apr 2026

▶The company is making a strategic pivot to focus on the adult consumer market, driven by demographic trends like declining birth rates and the belief that this market offers more durable brand loyalty.Apr 2026

▶Under Cox's leadership, key franchises like 'Magic: The Gathering' have seen substantial growth, increasing by approximately 80-90% over the last three years, contributing to a turnaround where Hasbro's growth is now at or ahead of the market.Apr 2026

Points of debate

▶Cox champions AI for operational efficiency but maintains a strict policy against using generative AI in the creative development of core products like Magic: The Gathering and Dungeons & Dragons, reflecting a tension between technological adoption and community expectations.Apr 2026

▶While pushing Hasbro deeper into high-cost AAA video game development, Cox simultaneously divested from the company's traditional film and TV studio (E1), indicating a strategic debate on the best medium for entertainment-driven IP.Apr 2026

▶Cox acknowledges the significant cost premium (50-60% higher) for manufacturing in the United States, yet Hasbro continues to produce 35-40% of its products domestically, suggesting a strategic balancing act between cost efficiency and supply chain resilience.Apr 2026

▶Cox's strategy addresses the 'substitution risk' of children turning to digital entertainment by focusing more on adult consumers, which presents a potential long-term conflict with Hasbro's legacy and brand identity as a children's toy company.Apr 2026

Key themes

▶AI-Driven Operational OverhaulApr 2026

Chris Cox is spearheading a comprehensive integration of AI into Hasbro's core business processes. This includes using proprietary AI models trained on Hasbro IP to accelerate product design, employing AI agents to automate purchase order processing, and leveraging AI personas of characters like Peppa Pig to co-design toys, resulting in massive efficiency gains.

The scale of AI implementation described by Cox suggests a fundamental shift in Hasbro's operating model, moving beyond a traditional toy manufacturer to a tech-enabled consumer products company where data and automation are central to competitive advantage.

▶Strategic Pivot to Adult ConsumersApr 2026

Cox is reorienting Hasbro's focus towards the adult market, citing declining birth rates and the desire to build more durable 'strategic moats'. This shift is manifested in the prioritization of capital and talent for older audiences and the launch of adult-targeted products like the 'Play-Doh Blooms' line.

This pivot is a direct response to long-term demographic and market trends, indicating that Cox sees future growth not in competing for a shrinking youth market but in capturing the disposable income and brand affinity of adults.

▶Corporate Refocus and Performance Turnaround

Cox has overseen a major corporate restructuring, including the sale of the E1 entertainment studio, to streamline the company around a core strategy he calls 'GEM Squared' (Gamified, Entertainment-driven, Multi-purchase, Multi-generational). This refocus is credited with reversing a period of underperformance, with Hasbro's growth now reportedly at or ahead of the market.

Cox's strategy involves disciplined divestment from non-core assets to concentrate resources on high-growth, high-margin areas like 'Magic: The Gathering', demonstrating a clear playbook for turning around a legacy company.

▶Navigating Digital Entertainment and GamingApr 2026

Cox is steering Hasbro's investment into AAA video game development with titles like 'Exodus' and 'Warlock', viewing it as a key growth area. This contrasts with his skepticism towards other digital trends like NFTs, which he believes 'came to nothing', and his cautious approach to generative AI in creative pipelines for established games.

Hasbro's digital strategy under Cox is selective and pragmatic, prioritizing established, high-engagement platforms like video games over speculative technologies, while carefully managing the integration of new tools to avoid alienating core fan communities.

Source episodes

Timeline

2019

Development began on Hasbro's upcoming AAA video game 'Exodus'.

c. 2020-2023

The 'Magic: The Gathering' business experienced massive growth, increasing in size by approximately 80% to 90%.

2022

Cox notes that Hasbro's growth was underperforming the overall toy market by 15 to 18 percentage points.

c. 2023-2024

Cox oversaw a major corporate reorganization, which included the sale of the E1 entertainment studio, to refocus the company.

Current Year

Cox claims Hasbro's performance has improved to be at or ahead of the market and projects that AI implementation will save over one million man-hours.

2025

Hasbro plans to release two major video games: 'Exodus' in the first half of the year and 'Warlock' in late 2025.

Suggested prompts

How does Chris Cox's 'GEM Squared' framework directly address the 'substitution risk' posed by digital experiences for younger audiences? &nearr;What are the potential long-term cultural and brand risks of using AI character personas like Peppa Pig in the product design process, despite the stated efficiency gains? &nearr;Given the high cost of AAA game development and the sale of the E1 studio, what is Hasbro's strategy for creating and controlling entertainment IP to support its toy business? &nearr;How does the strategic pivot to adult consumers, with products like 'Play-Doh Blooms,' align with or conflict with Hasbro's legacy as a children's toy company? &nearr;

Key concepts

AI Implementation 8 ep Corporate Strategy & Restructuring 5 ep Video Game Development 4 ep Manufacturing & Supply Chain 4 ep Adult Consumer Market 3 ep Market Performance & Growth 2 ep Digital Licensing 2 ep Product Development 4 ep

Notable quotes

“And basically the customer insight that is animating the company and animating our strategy is this acronym that we call GEM Squared. Gamified, entertainment-driven, multi-purchased, multi-generational.”

Chris Cox · Hasbro's CEO lets AI Peppa Pig help design toys | Decoder

“with the advent of AI-enabled design tools, we can go in and do what used to take us two or three months in basically two or three weeks, sometimes two or three days”

Chris Cox · Hasbro's CEO lets AI Peppa Pig help design toys | Decoder

“But increasingly, I think we're choosing to, you know, invest our capital and some of our best talent in kind of that older audience where you can build a play system where you can establish more kind of strategic brand moats and distribution moats...”

Chris Cox · Hasbro's CEO lets AI Peppa Pig help design toys | Decoder

“you know, in 2022, we were probably indexing 15 to 18 points behind the market in terms of our growth versus the market growth. And today, I think we're at or ahead of the market.”

Chris Cox · Hasbro's CEO lets AI Peppa Pig help design toys | Decoder

Report last updated: Apr 21, 2026

Get started free

Back to Entities Intelligence Report