Entertainment One sales process “well underway”, says Hasbro

Yellowjackets

Toy giant Hasbro is seeing “strong interest” from parties interested in acquiring its TV and film business Entertainment One (eOne).

Speaking on the company’s Q4 earnings call this week, CEO Chris Cocks said: “Our sales process for the majority of eOne film and TV is well underway with strong interest in these valuable assets. We expect to have an update in the second quarter.”

Hasbro announced plans to sell off the majority of eOne in November, just three years after acquiring the company for $4bn.

The US-based firm plans to retain key brands including Peppa Pig, Transformers, My Little Pony and Play-Doh as part of a strategy that sees it looking to sell off “non-core” elements of the business.

A 6,500-hour library is included in the assets up for grabs, as well as the TV and film divisions that have been behind shows such as Yellowjackets, Naked & Afraid and The Rookie.

Hasbro has had limited success in flipping toy brands into screen IP. Amazon Freevee ordered a family competition special, Play-Doh Squished, in 2021 and a scripted TV series based around the classic board game Risk was revealed in January of that year.