Hasbro Buys Death Row Records: What Does It Mean For The Toymaker?

Toymaker Hasbro Inc. (HAS) is now the owner of Death Row Records as well as a series of children shows, through its acquisition of Entertainment One Ltd. (eOne) (ENTMF). Hasbro purchased eOne for $4 billion in an all-cash transaction.

“The acquisition of eOne adds beloved story-led global family brands that deliver strong operating returns to Hasbro’s portfolio and provides a pipeline of new brand creation driven by family-oriented storytelling, which will now include Hasbro’s IP,” Brian Goldner, Hasbro chairman and CEO said.

“In addition, Hasbro will leverage eOne’s immersive entertainment capabilities to bring our portfolio of brands that have appeal to gamers, fans and families to all screens globally and realize full franchise economics across our blueprint strategy for shareholders,” he added.

Through the acquisition, Hasbro picks up the popular TV series “Peppa Pig” and “PJ Masks” as it looks to expand its infant and preschool categories. “Peppa Pig" has been airing for over a decade and “PJ Masks,” a newer format for children, will roll out in China, have a live touring event, and new toys lines added to its lineup.

In sharp contrast to the children’s entertainment portion of eOne, Hasbro also picks up Death Row Records, which it didn’t mention in its release but was reported by Rolling Stone. Death Row Records, which features artists such as Snoop Dogg and Tupac Shakur, was purchased by eOne in 2013. The West Coast label was founded in 1991 by Suge Knight, The D.O.C., and Dr. Dre. eOne bought the company for $280 million, the news outlet reported.

Hasbro said eOne will operate as its own distinct Canadian business under the company’s umbrella. eOne has a global presence with operations in London, Los Angeles, Toronto, New York, Hong Kong, Melbourne, and Shanghai.

Hasbro expects to see global annual synergies of $130 million by 2022 through the acquisition. The company said it will move eOne’s toy business in-house and work to increase the profitability of its licensing and merchandising.

“On behalf of the board of eOne, I am very pleased by this exciting development, which is a testament to eOne management’s vision, leadership and solid execution,” Allan Leighton, eOne’s chairman of the board said. “This transaction creates significant, immediate value for our shareholders as it recognizes the strength of our future-facing business model.”

Shares of Hasbro stock were up 2.91 percent as of 11:45 a.m. ET on Monday while shares of eOne stock were down 9.77 percent at the same time.