Peppa Pig and Transformers owner Hasbro hit by cyber-attack

The multinational toy and entertainment company Hasbro, which manages popular franchises such as Peppa Pig, Transformers, and Monopoly, has fallen victim to a cyber intrusion. The firm disclosed unauthorized access to its network in a report submitted to U.S. authorities. On Wednesday afternoon, several sections of Hasbro’s website and its affiliated brand sites displayed error messages, prompting the company to alert users about potential disruptions in product delivery schedules.

Among the other well-known brands under Hasbro’s umbrella are Play-Doh, Power Rangers, Nerf, and Dungeons & Dragons. The breach was detected on 28 March, according to the company’s filing with the Securities and Exchange Commission (SEC). Details about whether the attackers are still within the system, if they have reached out to Hasbro, or if customer information has been exposed remain unclear.

“While this is an unfortunate incident, Hasbro’s business operations remain open,” stated a company representative to BBC News. They emphasized: “We have taken swift action to protect our systems and data,” which included disconnecting certain systems from the network.

Hasbro noted that it has implemented safeguards to ensure continued order processing and shipping, though these measures might take weeks to fully operationalize, possibly leading to temporary delays. Over the past decade, the company has acquired some of the most iconic toy brands in global markets.

Earlier in 2025, a wave of cyberattacks affected multiple UK retailers during the Easter period, including Marks & Spencer, Co-op, and Harrods. Later that year, Jaguar Land Rover experienced a significant breach, marking the costliest cyber incident in the nation’s history. Additionally, a breach at Asahi, a major Japanese beer producer, led to a return to manual processes, while the fashion conglomerate behind Gucci and Balenciaga was also targeted in September.

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