Hasbro Expands Disney Play-Doh Tie-Up, Shifts HQ to Boston

Hasbro and Disney Consumer Products announced today a new multi-year Play-Doh collaboration, while Hasbro revealed plans to relocate its headquarters from Pawtucket, Rhode Island, to Boston’s Seaport District on September 8, 2025.

This dual announcement underscores Hasbro’s strategic push to blend imaginative play with iconic entertainment properties and to position its corporate operations within a thriving innovation hub.

Key Developments

  • Play-Doh & Disney Collaboration Aiming to “champion the power of imagination,” Hasbro will launch Play-Doh compound-led playsets inspired by beloved Disney characters, available on Amazon through 2025 with a broad retail rollout in January 2026.
  • Headquarters Relocation Hasbro will move at least 700 employees and establish a 265,000-square-foot primary headquarters at 400 Summer Street in Boston’s Seaport District by the end of 2026, reinforcing its “Playing to Win” strategy.

Expanded Play-Doh Partnership

Tim Kilpin, President of Toys, Board Games, Licensing and Entertainment at Hasbro, described the alliance as an opportunity to “ignite creativity and storytelling” by integrating Disney narratives into tactile Play-Doh experiences. The first wave includes Jr. Stackable Playsets and themed accessories that blend characters from Disney Jr.’s lineup with sensory play elements. Disney and Hasbro plan to extend the collaboration across additional franchises in future phases.

Strategic Relocation to Boston

Hasbro CEO Chris Cocks highlighted Boston’s “academic partnerships, cultural vibrancy and business community” as key factors for the move. Governor Maura Healey and Mayor Michelle Wu applauded the decision, noting the creation of hundreds of local jobs and strengthened ties to research institutions. While the Seaport will host Hasbro’s toys, board games, licensing and corporate services, its Renton, Washington, office will remain the hub for Magic: The Gathering and Dungeons & Dragons operations.

Outlook

By aligning a high-profile brand collaboration with Disney alongside a major corporate relocation, Hasbro aims to accelerate innovation, deepen partner relationships and attract top talent-pivotal elements as the company seeks to drive growth across physical and digital play.