Hasbro Turns Talent Acquisition into a Strategic Board Game

Hasbro's chief executive Chris Cocks has turned to an unconventional method for identifying and developing the company's future leadership pipeline: an internal strategy board game that simulates the pressures of running a toy business.

"Ever wondered what it would feel like to run your own toy empire?" Chris shared in a post on LinkedIn. "Introducing Toy Tycoon, Hasbro's new immersive (and internal only, at least for now) strategy game designed to develop our top talent into strategic dynamos."

The initiative places carefully selected high-potential managers into simulated chief executive roles, requiring them to navigate decisions that would typically fall under C-suite responsibility. For a company known for creating Monopoly, Trivial Pursuit and Scrabble, the approach could demonstrate how leadership capabilities might be assessed through interactive gameplay.

Developing strategic thinking through play

Chris told the Wall Street Journal: "I think the job of a CEO is very similar to a grand strategy game. Moving pieces on a complex game board has a lot of dynamism around it.

"I've always thought about business that way, and that's partially why I like it."

The concept originated from Chris's previous experience at Microsoft, where he participated in a similar simulation exercise, according to the Wall Street Journal.

Before participants engage with the game itself, they complete a two-day intensive programme covering business fundamentals and toy industry dynamics.

The sessions are delivered by Chris alongside Chief Financial Officer Gina Goetter and Chief People Officer Holly Barbacovi, addressing topics including strategy development, capital allocation and case studies from Hasbro and competing organisations.

How it works

On the third day, participants face the practical application. Under guidance from game masters, teams are appointed as co-chief executives of fictional toy companies and immersed in Toy Tycoon, a full-day exercise designed to test decision-making capabilities under pressure.

Each round represents a business year, with complexity increasing as the simulation progresses. Participants must determine whether to prioritise innovation or profit maximisation, establish manufacturing volumes, evaluate licensing opportunities and set investor targets.

In an article by the WSJ shared by Chris on LinkedIn, it is explained that the game outlines questions, including whether to push into electronic games or plush toys, whether a Marvel licence is worth the cost and whether promised targets have been met.

Kate Fakonas, a Senior Director of Product Design for Play-Doh and Nerf, told the WSJ about her experience: "It struck me immediately how fast it pulls you into a very real-feeling environment."

Testing leadership under pressure

Kate says that she partnered with Stephanie Buscher, Vice President of Supply Planning, as co-chief executive, working to build market dominance using brands including Super Soaker and My Little Pony.

Throughout the rounds, unexpected challenges such as significant freight cost increases or declining demand in established categories test participants' adaptability and strategic thinking. The exercise aims to develop skills in managing cash flow, time allocation and resource deployment, particularly when carefully constructed plans require rapid adjustment.

Kate adds: "It gave me a much broader perspective of what it takes to run a business." Her team achieved the highest calculated market value after five rounds.

Brian Baker, Hasbro's Senior Vice President of Board Games, Play-Doh and Nerf, told Fortune: "As a company built on play, it makes sense for us to use a strategy game to develop future leaders.

"Toy Tycoon helps our rising talent think like owners, work across teams and build confidence making decisions, all while staying true to who we are as a company."

Chris echoes that sentiment in his LinkedIn post: "It's intense, strategically challenging and seriously fun. Think Monopoly meets a crash course MBA meets startup hustle, Hasbro-style."