Nintendo x Hasbro? Former Nintendo Boss Doug Bowser Joins Hasbro’s Board of Directors
Former Nintendo of America president Doug Bowser has joined Hasbro‘s board of directors just weeks after retiring from the video game giant. The move highlights Hasbro‘s growing focus on digital gaming and strategic shifts in toy manufacturing.
Here’s the TL;DR...
Doug Bowser, ex-president of Nintendo of America, takes a seat on Hasbro‘s board alongside Carla Vernón of The Honest Company.
Move aligns with Hasbro‘s push into digital gaming via its “Playing to Win” strategy.
Hasbro licenses out toy lines like Power Rangers while cutting China manufacturing reliance to dodge tariffs.
Expect Bowser‘s expertise to boost Hasbro‘s video game efforts with Dungeons & Dragons and Magic: The Gathering.
Doug Bowser Steps Away from Nintendo After Switch Era Triumphs
Doug Bowser retired as president and chief operating officer of Nintendo of America on December 31, 2025. He spent over a decade at the company, rising from VP of sales to lead during the Nintendo Switch’s record sales. Bowser also oversaw the Nintendo Switch 2 launch in the Americas, which became the best-selling video game in its opening period.
Hasbro Taps Bowser for Brand-Building Prowess
Hasbro announced the appointments on January 20, 2026. Rich Stoddart, chair of Hasbro‘s board, said, “We are delighted to have Doug and Carla join our seasoned and dynamic Board of Directors. Doug and Carla bring extensive leadership experience across consumer brands and franchise management. Their expertise and guidance will be invaluable as Hasbro continues to execute its long-term innovation and growth strategy.”
CEO Chris Cocks added, “Doug and Carla bring deep expertise in building iconic brands, creating meaningful consumer experiences, and driving innovation and transformation across their respective industries. Their leadership will be invaluable as we continue to execute our Playing To Win strategy and deliver extraordinary play experiences to fans around the world.”
Bowser Isn’t Hasbro’s First Nintendo Connection
Reggie Fils-Aimé, Bowser‘s predecessor at Nintendo, served on Hasbro‘s board years earlier. Bowser‘s path mirrors that pipeline from video games to toys. His pre-Nintendo stops included eight years at Electronic Arts as VP of global business planning and 23 years at Procter & Gamble in sales.
Hasbro Doubles Down on Video Games Post-Baldur’s Gate 3
Hasbro owns Wizards of the Coast, publisher of Dungeons & Dragons and Magic: The Gathering. The company has poured over $1 billion into internal game development. Monopoly Go!, licensed to Scopely, generated $44 million in royalties in Q2 2025 alone.
Playing to Win Guides Hasbro Through 2027
Hasbro unveiled its “Playing to Win” plan in February 2025. It targets mid-single-digit revenue growth and 50–100 basis points in annual operating profit margin gains. Digital games top the list, with self-published titles and licensing as the biggest earner in that space.
Hasbro Shifts Toy Production Away From China
Hasbro sources about 50% of its U.S. toy volume from China now. Tariffs prompted a plan to drop that below 40% by end of 2026 through diversification. The company eyes onshoring where possible alongside partners like Cartamundi for games.
Power Rangers Toys Head to Playmates in Licensing Pivot
In 2024, Hasbro licensed global Power Rangers toy rights to Playmates Toys. Playmates handles design, production, and distribution for action figures and more. This frees Hasbro to focus on high-margin IP like games and movies.
Transformers and Other Lines Follow Suit?
Hasbro eyes similar deals for underperforming toy brands. Talks for Transformers licensing surfaced in late 2024, though no deal yet. The shift supports “Playing to Win” by cutting costs and boosting licensing revenue.
Boston Move Signals Fresh Start for Hasbro
Hasbro relocates its toys, board games, licensing, and corporate teams to 400 Summer Street in Boston. Up to 700 employees shift from Rhode Island by late 2026. The hub powers brands like Monopoly and Peppa Pig.
What Does Bowser Bring to Hasbro’s Gaming Push?
Bowser expanded Nintendo’s merchandise, including the San Francisco flagship store. He grew the Latin American footprint, re-entering Brazil. At Hasbro, that could amp up crossovers between toys and digital play.
People Also Ask
Who replaced Doug Bowser at Nintendo?
Devon Pritchard, a 19-year Nintendo veteran, became the first female president of Nintendo of America. Satoru Shibata joined as CEO.
Why did Doug Bowser retire from Nintendo?
Bowser called leading Nintendo “the honour of a lifetime.” No specific reason given beyond retirement after Switch 2 success.
What games does Hasbro own?
Dungeons & Dragons, Magic: The Gathering, Monopoly, plus licensed hits like Baldur’s Gate 3 and Monopoly Go!.
Is Hasbro stopping toy production?
No, but it’s licensing lines like Power Rangers and reducing China reliance to cut costs and counter tariffs.
Will Bowser influence Hasbro–Nintendo deals?
Unlikely due to non-compete norms, but his expertise strengthens Hasbro‘s video game strategy.
Doug Bowser‘s board seat positions Hasbro to blend toy heritage with video game muscle amid its “Playing to Win” overhaul. As digital play surges, outsourcing low-margin toys lets the company chase IP gold like D&D expansions. Fans might see sharper game launches, though tariffs keep supply chains tricky. This hire signals Hasbro‘s bet on gaming pros to level up.
Hat Tips
Hasbro Newsroom / Hasbro Announces Additions to Board of Directors / January 20, 2026
IGN / Ex-Nintendo of America Boss Doug Bowser Joins Hasbro, Owner of Dungeons & Dragons and Magic: The Gathering / January 20, 2026
Hasbro Investor Relations / Hasbro Unveils New Strategy – Playing to Win / February 20, 2025
GamesIndustry.biz / Retired Nintendo of America president Doug Bowser joins Hasbro’s board of directors / January 21, 2026
Hasbro Newsroom / HASBRO AND PLAYMATES TOYS ENTER STRATEGIC RELATIONSHIP / April 22, 2024
Supply Chain Dive / Facing tariffs, Hasbro shifting some SKU origins away from China / May 1, 2025
Article Compiled and Edited by Derek Gibbs on January 21, 2026 for Clownfish TV D/REZZED.
Smart move by Hasbro. The licensing pivot away from manufacturing toward high-margin IP is lowkey the story here more than the Bowser hire itself. Having spent time working adjacent to tabletop IP deals, this pattern of shedding toy production while doubling down on game expansionsand digital rights feels like the playbook everyone's trying to copy now.