Worldwide toymaker Hasbro has acquired gangster rap label Death Row Records as part of an initiative to grow its inventory of family-friendly entertainment. However, it’s not exactly what you think!
Hasbro’s $4 billion deal acquired British company Entertainment One, which produces animated kids shows such as Peppa Pig and PJ Masks but also owns the rap label.
Death Row Records is a division of Entertainment One, which was purchased for $280 Million in 2013, according to Rolling Stone. Death Row was founded in 1991 by Suge Knight, The D.O.C., and Dr. Dre. The record label is responsible for multi-platinum hip-hop artists such as #SnoopDogg and #Tupac.
Hasbro, which owns the rights to My Little Pony, and Mr. Potato Head, said they are working on expanding “family brands” and television production with the deal.
Hasbro CEO Brian Goldner said in a statement, “The acquisition of eOne adds beloved story-led global family brands that deliver strong operating returns to Hasbro’s portfolio and provides a pipeline of new brand creation driven by family-oriented storytelling.”
The toy company is still recovering from the closure of Toys “R” Us, a former major partner, and in doing so, has formulated many creative new deals. Their partnership with Netflix will reportedly release an animated series based on Hasbro’s “Magic: The Gathering” trading card game.