Chris Cocks

So we want to win more with people who identify as girls.

And then likewise, you know, Hasbro is very strong in markets like the US and France and the UK and for Wizards of the Coast in Japan.

But really, we're only servicing a market of call it a billion and a half people on a planet that has 8.5 billion.

So then how do we execute kind of gem square based products to the other 7 billion people that we aren't building for and that we aren't distributing for?

That kind of manifests into a bunch of different product categories that we drive, how we think about where we want to invest in versus where we want to leverage partners for.

What partners do we want to in-license with that we think really powers that kind of particularly gamified and entertainment driven kind of insight?

And where do we think we can best service?

So we have a person called a global play lead.

And they'll sit in a different part of those three verticals that we execute from, depending on what we think kind of the power center is of the brand.

So the Monopoly global play leader sits inside of toys.

They execute our board game kind of product strategy, but they work with our entertainment team to kind of forge like a movie and reality TV show kind of slate like we have today.

They'll work with our licensing team to figure out like soft goods and T-shirts and other toys that might be related to Monopoly.

And then they'll work with our digital team to drive, you know, monopoly based games.

And I think, you know, there's probably two dozen monopoly based video games and casino games that you can play with the biggest being Monopoly Go, which is the biggest mobile game in the world.

And so then they think about how do I bring

What are the franchise moments associated with Monopoly?

How do I kind of take my retail distribution and make a bigger kind of marketing moment for more of our licensing partners?

And as the other verticals kind of launch things like, you know, if Monopoly go to something big, how can I parlay that into everything else?

If a movie comes out with like our partners at Lionsgate, how do I parlay that into everything else?

And so you basically build a multi-year rhythm associated with it.