Hasbro to Produce Zynga-Inspired Toys, Games

First products will roll out this fall

It’s not enough for the makers of Angry Birds to hawk plush pigs in department stores. Now Zynga is getting in on the act.

The social gaming company has licensed to toymaker Hasbro the rights to create a line of toys and games based on Zynga offerings such as FarmVille and CityVille.

The partnership’s first products will be available this fall, and the companies may also develop co-branded products. That shouldn’t be too much of a stretch considering that Zynga is the maker of Scrabble-inspired Words With Friends and Hasbro is the maker of, well, Scrabble.

For its part, Zynga is looking to build its consumer profile beyond Facebook. The company's executives often talk about "owning play"—and what better way to do that than by creative toys?

“It’s exciting to partner with Hasbro as we share a common vision for play and a mission to connect the world through games,” Zynga CEO and chief product office Mark Pincus said in a statement.

Said Hasbro president and CEO Brian Goldner in the statement, “Hasbro is thrilled to have the opportunity to bring Zynga’s immensely popular social games to life in a variety of creative and new expressions that reflect consumers’ growing desire to surround themselves with gaming brands they love anytime, anywhere together with their friends and family.”

According to Zynga, more than 227 million consumers play the company's games each month. Zynga accounted for 12 percent of Facebook’s 2011 revenue, according to documents filed with the Securities and Exchange Commission by the latter company last week.

Publish date: February 9, 2012 https://stage.adweek.com/digital/hasbro-produce-zynga-inspired-toys-games-138145/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT