Dan Luther, Director of Inventor Relations at Hasbro, on collaboration, innovation – and Play-Doh potential

Dan, it’s great to chat. Was a career in toys and games always on the cards?
The toy industry was always on my radar. I’ve always been drawn to creating things in my head and bringing them to life, and what excited me most was the variety in toys. One day, you’re working on vehicles… The next: characters or intricate electronics… It’s such a creative space that never stands still. The speed and the ever-changing trends always inspired me.

Last year saw you take on the role Inventor Relations Director at Hasbro – and your dad Wayne worked in this area! Did you go into the role with any prior ‘wisdom’ or love for the inventor community on account of that?
Absolutely. My dad, Wayne Luther, spent nearly 40 years at Hasbro. He worked across almost every part of the business. I think his time in Inventor Relations and the connections he made doing this job is something he looks back on most fondly. Watching how he approached problem-solving creatively, spotted potential in unexpected ideas and treated everyone with kindness and logic really stuck with me…

He still lights up when he talks about moments where he connected the right people to the right brands and made something special happen. That taught me early on that the best idea doesn’t have to be your own. It can be even more exciting to find someone with a great idea and help amplify it. That lesson has stayed with me and continues to shape how I approach my work today.

Lovely. And has your previous experience – as an in-house designer at Hasbro – also shaped how you approach inventor relations?
Having been a designer helps me understand development flow, what kinds of innovation we need and when we need it. More importantly, that background gave me a real appreciation for the story, insights and consumer understanding that surround every great concept.

As a team, we’re evolving to be much more proactive in our approach: identifying white spaces earlier, anticipating shifting consumer needs and actively engaging our inventor community to explore those opportunities together. In return, we want our inventor community to challenge us, to call out what we might be missing, help surface emerging trends – and continue to be the experts in play and consumer insight that they’ve always been.

Great answer! And what are your ‘north stars’ when it comes to positive Inventor Relations, Dan?
Collaboration is really at the heart of it. Our goal is to be true creative partners, sharing insights, context and feedback that help evolve concepts so they resonate most powerfully with internal teams. That means helping inventors strengthen their concepts through story, insight and design so that we can maximise the impact of their creative ideas. Then, when we’re asking for changes, negotiating or passing on something, we want you to understand the logic behind the decision so that it’s a transparent and constructive process for everyone involved.

Reflecting on 2025, what were some inventor highlights?
One of the big highlights was Nano-Mals, which was an exciting opportunity for Hasbro to bring a new brand into the Fashion space. It came through a great collaboration with IDEO, who brought us an incredibly insightful, fully formed idea.

Another highlight is the Star Wars Ultimate Mech Force Darth Vader, a super creative feature mech from the team at So Sound. And, of course, Connect 4 Frenzy, which is up for a TOTY!

Perfect! And is there an area that’s ‘underserved’ by inventors?
We’re looking closely across all our brands to understand how they can reach broader demographics. Many of our legacy brands have the potential to stretch beyond who they’re reaching today… We need help discovering how to do that in ways that feel authentic to both the brand and the consumer.

It’s no secret that more adults are embracing play, so we’re asking how our brands can authentically connect with the way adults are playing today. For example, Play-Doh is one of Hasbro’s biggest legacy brands and a true category leader, but we tend to under-index on Play-Doh submissions. We’re eager to explore how this brand can reach a wider audience and build relationships with inventors who truly connect with its creative and expressive values.

To wrap up, Dan, what fuels your own creativity?
My role provides no shortage of creative fuel. I get to have daily conversations with some of the most innovative and motivated people in the industry, and I’m notorious for wanting to build on ideas and find the biggest possible impact in everything we discuss. That collaboration is incredibly energising.

My five-year-old daughter is also a constant source of inspiration. She’s the most artistic kid I’ve ever met… Seeing how she plays keeps me connected to what imagination really looks like. Beyond that, I try to keep my eyes and ears open to everything; from trend reports to tech breakthroughs in completely different categories to passing observations that might spark ideas. The most unique insights usually come from connecting seemingly unrelated dots – and that process of discovery is what keeps me inspired.

Terrific. Thanks again Dan!

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