Hasbro readies third annual Hasbro Women Innovators of Play initiative

Hasbro’s third annual Hasbro Women Innovators of Play initiative launches on October 9th.

Hasbro’s Women Innovators of Play launched in Fall 2023 to inspire the next generation of women and girls to unleash their creativity – and increase awareness to creative career paths.

“At Hasbro, we’re driven by a powerful mission: to spark joy and foster community through the magic of play,” said Kim Boyd, President of Licensing & Entertainment at Hasbro.

“Through our Playing to Win strategy, we’re proud to be opening more doors for women and girls in the toy and game industry. The enthusiasm surrounding our Women Innovators of Play program has been truly inspiring – 2024 saw double the registrations compared to the prior year, with participants joining from all corners of the world. This year’s program unites trailblazing industry leaders who are redefining the future of play and imagination.”

Hasbro’s 2024 Challenge saw over 100 submissions from women innovators globally. Submissions were judged on innovation, mass marketability, fun factor and playability, design and aesthetics and manufacturability. The three winners – Elise Hardman, Amelie Le-Roche, and Natalie Podd – each received a prize of $10,000 and visits to Hasbro offices for networking and mentorship sessions.

This year’s free, 90-minute virtual program will feature conversations and panels with industry leaders, including Eunice Lee of Scopely and executives from Amazon, Target and IDEO, as well as Hasbro leaders.

Key sessions include:
• “Lessons in Leadership, Fandom, and the Future of Play” with Eunice Lee (COO, Scopely) and Roberta Thomson (CEO of AI Studio, Hasbro).

• “Shop Talk: Power Dynamics, Pivoting, and the Female POV” featuring Christina Jansa (VP – Toys, Target), Anne Carrihill (Director – Toys & Games, Amazon), Greta Carey (Director – Digital Marketing & Sales, Card Kingdom), and Lisa Gilbert (President – NA & LATAM Commercial Sales, Hasbro) – moderated by Ali Mierzejewski (Editor-in-Chief of The Toy Insider).

• “From Sketchbook to Shelf” with Liz DeSilva (Chief Creative Officer, Whatever! Company), Vlasta Komorous-King (Senior Design Director, IDEO), and Jodi Bondi Norgaard (Toy Designer) – moderated by Vivian Nguyen (Associate Principal Product Designer, Hasbro).

The program will also feature inspiring “Spark Moments” with award-winning game designer Elizabeth Hargrave and experiential designers Juliana Moreno and Ariel Rubin (the Wild Optimists).

See the full lineup of speakers here: https://spark.hasbro.com/womeninnovators

The 2025 Women Innovators of Play Design Challenge will accept submissions from October 9th through November 13th, in search of the next great woman-led mass-market toy or game.

The top three innovators will receive:

• $10,000 Cash prize
• A trip to Hasbro’s World Headquarters for “A Day at Hasbro”
• A mentorship session with one of Hasbro’s top women leaders

Two 2024 winners, Elise Hardman and Natalie Podd, will share advice and insights during the 2025 virtual event.

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