D&D is doing really well, well enough that Wizards of the Coast is starting to take over its parent company, Hasbro. So what's next?
Cocks was named CEO of WOTC on April 11, 2016. He was CEO of WOTC for six years before being promoted to lead Hasbro. Cocks in turn was replaced by Microsoft's General Manager and VP of Gaming Ecosystem, Cynthia Williams.
The move is surprising until you take into account just how well WOTC is doing.
With numbers like that, it's not surprising that Hasbro noticed. Investors have noticed too.
Activist investors Alta Fox Capital feels differently:
We're finally at the point that investors like Alta Fox think WOTC is now better off without its parent. It's no accident that Alta Fox is making this proposal at the same time a new CEO from WOTC has been announced. Hasbro's response:
Chris Cocks is Doing Really Well
The untimely death of Hasbro's CEO Brian Goldner triggered a leadership shuffle that resulted in President and Chief Operating Officer of WOTC, Chris Cocks, being named Hasbro's Chief Executive Officer and a member of the Board of Directors, effective February 25, 2022.Cocks was named CEO of WOTC on April 11, 2016. He was CEO of WOTC for six years before being promoted to lead Hasbro. Cocks in turn was replaced by Microsoft's General Manager and VP of Gaming Ecosystem, Cynthia Williams.
The move is surprising until you take into account just how well WOTC is doing.
Wizards is Doing Really Well
As Russ posted previously, WOTC made over $1 billion in total sales in 2021, including $952M in tabletop games (some of that at least due in part to Magic: The Gathering sales). Tabletop games grew 44% and accounted for 74% of the $1.3B sales for WOTC in 2021. WOTC was responsible for a staggering 72% of Hasbro's total operating profit.With numbers like that, it's not surprising that Hasbro noticed. Investors have noticed too.
"Let My Wizards Go"
Alta Fox Capital Management, an activist shareholder group, has a problem with Hasbro's Brand Blueprint. Here's what Hasbro has to say about their strategy:We can see this in action in how the D&D brand is being leveraged across multimedia. Hasbro's strategy is to do the same with all of its brands, including My Little Pony and Transformers. The idea is that Hasbro is not merely a toy or game company, but a brand company that spins products out of its core brands, from toys and games to movies and esports.The Brand Blueprint is Hasbro’s strategic framework for bringing our brands to life in exciting new ways. We see our brands as story-led consumer franchises that we bring to life through compelling content across a multitude of platforms and media, with a wide variety of digital experiences, music, publishing, and location-based entertainment, and an impressive array of consumer products, spanning a broad range of diverse categories. Each brand activates the Blueprint differently, but the result is consistent: deeper consumer engagement, innovative brand and product experiences and increasingly expansive opportunities for our portfolio.
Activist investors Alta Fox Capital feels differently:
To address what they see as these inequities, Alta Fox nominated a slate of five candidates to the Board of Directors to "improve alignment, restore accountability, bring fresh ideas and ultimately reverse Hasbro’s chronic underperformance."We believe Hasbro, Inc. (“Hasbro” or the “Company”) is severely undervalued due to its ineffective “Brand Blueprint” strategy, flawed corporate structure and consistent misallocation of capital ... Alta Fox sees a three-year path to $200/share, more than 100% higher from current levels, with a refreshed Board, new strategy, improved capital allocation and tax-free spin-off of Wizards of the Coast.
We're finally at the point that investors like Alta Fox think WOTC is now better off without its parent. It's no accident that Alta Fox is making this proposal at the same time a new CEO from WOTC has been announced. Hasbro's response:
Whether or not Alta Fox's play will work remains to be seen. But one thing is certain: the D&D and Magic: The Gathering brands are so powerful that they are now calling the shots for older board game companies. Here's hoping that's good news for fans of D&D.The Board and the Board’s Nominating, Governance and Social Responsibility Committee will review the proposed director nominees and present its recommendation regarding director candidates in the Company’s proxy statement and accompanying WHITE proxy card, which will be filed with the U.S. Securities and Exchange Commission. Proxy materials will be mailed to all shareholders eligible to vote at the Company’s 2022 Annual Meeting. The date of the Annual Meeting has not yet been announced.