Hasbro has announced that it will launch a direct to consumer e-commerce Website in May.  According to the announcement, the site '...will provide online shoppers witht he convenience of purchasing toys and games at home....'  The new site will initially focus on a limited number of brands, including My Little Pony, Weebles, Videonow, and family games from Milton Bradley and Parker Brothers. 

 

Hasbro also plans to sell its re-launched 3-3/4' G.I. Joe action figures on the site, and the way it's handling the launch gives some clues as to how it plans to use the site in the future.  The new figures will first be available for order at the International G.I. Joe Collector's Convention in Minneapolis on July 24th-26th.  The figures will then be available for order on the Hasbro Website beginning July 1, '...with select online retailers having the product offerings available for order shortly after July 1.'  So it appears that the site will cater to collectors by making new products available from Hasbro before they're available through retailers. 

 

The launch of an e-commerce site represents a change of direction for Hasbro.  Just three years ago, Hasbro's Wizards of the Coast division sold its e-commerce operation (see 'Wizards of the Coast Cuts Loose E-Commerce') after being acquired by Hasbro.  At the time, the rationale was that the sale allowed the company to focus on designing and marketing games, rather than retailing.