Hasbro

Summary

Hasbro disclosed a cyberattack involving unauthorized access to its network that led to some systems being taken offline. The company activated business continuity plans to keep taking orders, shipping products and conducting key operations while it works with forensics experts to investigate the breach and determine what data may have been compromised. It said the interim measures could continue for several weeks and may cause delays in order processing, shipping and invoicing, and that it expects the incident to affect revenue and operating profit, with associated investigation costs. The attack prompted a delay in releasing earnings as the firm reviews information needed for its financial results.

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Description

On March 28, 2026, Hasbro detected unauthorized access to its network and disclosed the intrusion in a filing with the U.S. Securities and Exchange Commission. The company promptly took certain systems offline as part of its incident response measures. Hasbro implemented and continues to implement business continuity plans to enable it to continue taking orders, shipping product, and conducting other key operations while it resolves the situation. The interim measures may need to remain in place for several weeks before the situation is fully resolved and may result in some delays in order processing, shipping, and invoicing. Parts of Hasbro’s website and associated brand sites displayed error messages indicating they were undergoing maintenance. The attack is described as now-contained, with certain systems having been taken offline.

Hasbro said it is working with forensics experts to identify and review any files that were impacted by the attack and to determine the full scope of the breach, including whether any data was stolen. The company expects to incur costs related to the investigation and to bringing on external advisers. Because of the disruption, Hasbro anticipates an impact on its second‑quarter revenue and operating profit. It delayed the release of its first‑quarter earnings to allow time to review the information needed to complete its financial results. Hasbro projects first‑quarter revenue between $970 million and $985 million, representing a 9% to 11% increase over the prior year, and adjusted operating profit between $250 million and $260 million, a 12% to 17% improvement. For the full year 2026, Hasbro expects a 3% to 5% increase in revenue and is reiterating its previously issued full‑year guidance.

Hasbro stated that it is making progress toward a full restoration of its systems and operations while maintaining order fulfillment through its business continuity arrangements. The company expects shipments of Magic: The Gathering and Secrets of Strixhaven to continue as planned despite the incident. Hasbro’s spokesperson affirmed that swift action has been taken to protect systems and data, and that the business remains open. The investigation is ongoing, and Hasbro has not yet determined if the cyber‑criminals are still present in its systems or if they have made any contact, such as a ransom demand. The narrative ends with the company’s commitment to review files and bring all affected systems back online.

Sources

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