Hasbro Launches Holiday Shopping Livestream

a group of people posing for the camera

From Retail Leader, Nov. 10:

The toy conglomerate's "Hasbro Holiday Shopping Live" event, hosted by Emmy Award-winning TV personality Daphne Oz and Buzzfeed contributor Iván Emilio, takes place Friday, Nov. 12 at 2 p.m. ET. The virtual shopping experience will broadcast live from a Hasbro microsite and via Hasbro’s Instagram and Facebook Live channels.

Executive Summary

The company’s debut into livestream shopping underscores the rising popularity of the social commerce strategy, which has become popularized in China and has quickly gained steam in the U.S. The rise in livestream shopping has also piqued the interest of investors, with one livestream company recently reaching a $100 million valuation.

The Nov. 12 event will feature special guests and activities, including a lineup of family creators and tips and tricks from gift wrap expert Alton DuLaney, as well as product demonstrations. Consumers can browse and make purchases via shoppable tags directly on the Hasbro microsite store throughout the event.

The event targets parents shopping for the holiday season, and Hasbro pledged to donate a game or toy (up to 100,000) to the U.S. Marine Corps Reserve’s  Toys for Tots for every viewer that joins the live event. 

Hasbro recently reported its third-quarter earnings report for 2021, revealing an 11% rise in revenue to $1.97 billion, along with higher earnings and profit compared to the same period last year.