Given that Hasbro's owned WotC for a decade now, and hasn't done a whole lot of that tying in, I'm not sure where you get the idea that they're interested in it.
Since Hasbro acquired WotC in 1999:
1) they've produced 2 movies and are apparently working on a third.
2) there have been 26 computer games or computer game expansions based on the D&D license, and 7 "collections" of those games have been released as well. Of those, I'm sure each of the core game releases earn Hasbro more $$$ annually than D&D does (due to the purchace + subscription business model).
3) the revival of the minis wargame in the form of Chainmail. Already a good game, after rebranding it as the D&D Miniatures game, sales trended upwards. The game's content was more closely linked to the game, which made it more saleable to D&D players. The name change, however, brought in people who had no idea what a minis wargame was, simply because of that "D&D" logo. Even though it may never challenge Warhammer for the top spot, it did help change its market share in comparison to very similar games like Confrontation.
That tie-in to D&D also occurred with M:tG, and is currently being used with Heroscape.
Add to that the rebirth of the Dungeon boardgame as Dungeons & Dragons: The Fantasy Adventure Board Game.
4) the revival of the periodicals
Dungeon and
Dragon through licensing with Paizo. Once readership reached heights not seen for a decade or so, WotC/Hasbro elected not to renew their partnership with Paizo, and instead launched the DDI.
5) the DDI launch, like it or hate it, represents a new business model. Tying it into the world's #1 RPG to see how viable it is just makes sense. If this particular test balloon works, look for the model to get expanded to other Hasbro products.
6) even if the whole RPG market goes south, the name of the #1RPG will still have marketing value, if for no other reason than it has a large installed base to which Hasbro can market.
7) Sales of D&D related merch continue to do just fine.
