Hasbro bolsters mobile apps with Backflip buy

Hasbro bolsters mobile apps with Backflip buy

09 JUL 2013

Toy company Hasbro ramped up its mobile games efforts with the acquisition of a majority stake in Backflip Studios, the company behind DragonVale, NinJump and Paper Toss.

Hasbro has paid $112 million in cash for 70 per cent of the company.

Brian Goldner, president and CEO of Hasbro, said: “The acquisition of Backflip fits perfectly into our strategy of extending our brands into all forms and formats.”

“As mobile play continues its rapid growth, Backflip’s leadership position, great games and established network of users, makes Hasbro a more meaningful participant in digital gaming”, he continued.

Backflip will continue to develop its own titles, as well as creating games featuring “many of Hasbro’s best known brands” – which includes Transformers, Monopoly, Play-Doh and My Little Pony.

Its existing management team will continue to remain at the company, and the deal is expected to be “neutral to slightly accretive” to its 2013 results.

Earlier this month, Hasbro announced a four-year deal with EA, which would see the mobile games giant “develop several of Hasbro’s best-selling gaming brands for mobile platforms globally”. EA’s Pogo.com gaming community “will also continue to be a central hub online for digital versions of Hasbro games”.

It is not clear if the Backflip buy will affect this partnership in any material way.

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Steve Costello

Steve works across all of Mobile World Live’s channels and played a lead role in the launch and ongoing success of our apps and devices services. He has been a journalist...More

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