Hasbro says it was hacked, and may take ‘several weeks’ to recover

Hasbro, the renowned American toy manufacturer, has reported that it has fallen victim to a cyberattack, indicating that recovery might take 'several weeks.' The company, known for iconic brands like Transformers, Peppa Pig, and Dungeons & Dragons, disclosed the breach in a statement filed with the U.S. Securities and Exchange Commission (SEC) on Wednesday. The intrusion was detected on March 28, prompting Hasbro to take down certain systems as a precaution. To mitigate the impact of the attack, Hasbro has activated its business continuity plans, allowing it to continue taking orders, shipping products, and performing essential operations during this challenging period. However, some parts of Hasbro’s website were reported to be down as of Wednesday, displaying messages indicating the site was 'currently undergoing maintenance.' In response to the cyber incident, Hasbro has enlisted the help of cybersecurity experts and is actively implementing measures to secure its operations. This suggests that the threat may not yet be fully neutralized. The specifics of the cyberattack, including whether it involved ransomware, remain unclear. When approached for further details, Hasbro spokesperson Andrea Snyder confirmed the SEC filing's content but declined to provide insights into the nature of the attack or any communications with the hackers. Cyberattacks targeting large corporations have become increasingly common, often leading to data theft and financial extortion. Such incidents can disrupt operations severely, as evidenced by a previous attack on Jaguar Land Rover in 2025, which halted production for months and required a significant government bailout to stabilize the company. In its investor notice, Hasbro acknowledged potential delays in operations, emphasizing that interim measures would be necessary for several weeks until the issue is fully resolved. The company is also conducting an investigation to assess the scope of the breach and whether any data was compromised. With a workforce of over 5,000, Hasbro is one of the oldest players in the toy and entertainment industry, holding rights to various beloved brands, including Monopoly and Magic: The Gathering.