The American toy manufacturing powerhouse Hasbro has acknowledged a cyber incident, stating that it could take “several weeks” to remedy the situation.
The holder of franchises such as Transformers, Peppa Pig, and Dungeons & Dragons revealed in a legally mandated update to the U.S. Securities and Exchange Commission on Wednesday that it identified a breach on March 28, leading the company to shut down some of its systems.
Hasbro mentioned that it has activated and is continually deploying business continuity strategies to enable it to “process orders, dispatch products, and perform other essential functions while addressing this issue.”
Parts of Hasbro’s website were reportedly inaccessible as of Wednesday, according to TechCrunch’s inspection. An error notice indicated that the site was “currently under maintenance.”
The firm stated it has engaged cybersecurity experts for assistance but emphasized that it is still “implementing strategies to safeguard its business operations,” implying that the intruders might still have access to the company’s systems.
It remains unclear what exact type of cyberattack, such as ransomware, was identified.
In a conversation with TechCrunch, Hasbro representative Andrea Snyder echoed much of the information from the SEC document and clarified that the company had “taken rapid action to secure our systems and data,” but refrained from addressing inquiries about the specifics of the cyberattack or if there had been contact from the hackers, such as a ransom demand.
Cybercriminals increasingly focus on large corporations to pilfer data and extort financial gains, often disrupting operations which can lead to significant financial repercussions. A cyberattack on Jaguar Land Rover in 2025 halted vehicle production lines for months, resulting in the U.K. government intervening with a $1.5 billion bailout guarantee to avert the company and its supply chain from collapsing.
In its notice to investors, Hasbro cautioned about potential delays, noting the necessity of maintaining these temporary measures for “several weeks until the issue is entirely resolved.”
The company indicated that it was not immediately clear if any data had been compromised, and that its inquiry is ongoing to assess the complete extent of the breach.
Hasbro is one of the most established toy and entertainment product manufacturers in America, employing over 5,000 individuals. The firm also possesses the intellectual property rights for prominent toy, game, and consumer brands, including Monopoly, My Little Pony, and Magic: The Gathering.
Updated to incorporate comments from Hasbro’s spokesperson.
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