How did Hasbro Handle a Cyber Attack on its Systems?

Games and entertainment giant Hasbro recently found itself in the middle of a scenario that it would rather keep in its board games: a high-stakes intrusion with uncertain rules and a ticking clock. 

Hasbro owns Transformers, G.I. Joe, Power Rangers, Nerf, My Little Pony and Dungeons & Dragons, and is the company behind iconic board games like Monopoly, Twister and Clue.

However, in March, the company was hit by a cyber attack, as it detected unauthorised access inside its network, labelled “a security incident impacting certain Hasbro systems".

In a lesson to security leaders around the world, executives quickly sprung to action. Internal alarms were raised, incident response plans kicked in and external  cybersecurity specialists were brought in to trace the intruder’s path.

What followed was a controlled shutdown. Key systems were taken offline, not as a failure but as a defensive play to contain any spread and stop attackers digging deeper. Industry reporting notes that parts of the company’s digital infrastructure – including sections of its website – went dark almost overnight.

“We’re still assessing the scope of the impact and, as a proactive measure, have taken select systems offline while we remediate the situation,” Hasbro said in a statement. 

“Our teams have been working around the clock with leading cybersecurity experts to implement containment measures and protect our data. We have also been in close contact with our employees and partners to keep them informed as our investigation continues.”

Business continuity maintained

Having a solid play in place meant that, even in the wake of a cyber incident, Hasbro did not freeze. 

Behind the scenes, contingency plans kept orders moving and products shipping, even as staff worked around disrupted systems. 

Still, the knock-on effects were hard to ignore, with warnings that delays could linger for weeks while systems were rebuilt and secured.

“It’s really positive to see that Hasbro had business continuity plans in place, allowing the business to keep running even when systems are taken offline,” says Trevor Dearing, Director of Critical Infrastructure at Illumio.

Inevitable breaches and optional disasters

This time last year, top UK retailer M&S suffered a major cyber attack. 

Others followed, with Co-op and later Harrods being attacked, with Trevor noting a "significant impact on the retail industry when businesses halted operations". 

He continues: "Unlike many organisations, Hasbro has shown that having the right protocols and preparations in place means that a cyber incident doesn’t have to be a disaster.

“Security today is about knowing that breaches are inevitable, but disasters are optional. We need to see more of this kind of resilience, where essential services remain operational while the root cause is investigated and resolved. This realisation is key to maintaining trust and continuity during a cyberattack.”

Impact of the cyber attack 

While the nature of the intrusion is yet not public, an investigation at Hasbro is under way. No threat group has claimed responsibility at the time of writing. 

The major consequences of the attack are still unclear. There is no information on the extent of intrusion or whether any data was stolen.

"While the interim measures to safeguard our systems may result in minor delays, we are working to restore our systems as quickly as possible," Hasbro notes. 

The Hasbro statement goes on: "Hasbro Pulse, D&D Beyond and Magic: The Gathering Arena were not affected by this incident and are running business as usual."

Kev Marriott, Director of Cyber Content Strategy & IP at Immersive, shares his outlook: "It’s encouraging to see that Hasbro had robust business continuity measures in place, enabling operations to continue despite systems being taken offline.

“Hasbro’s response highlights that with effective planning and the right controls in place, a cyber incident can be managed without escalating into a full-scale operational crisis.

“For retail brands, disruption is inevitable, but impact is controllable. Organisations that have regularly updated and well-rehearsed plans build muscle memory needed when the disaster hits.

“Businesses that move beyond static plans and invest in scenario-based readiness will be better equipped to respond quickly, minimise disruption and protect long-term customer trust. The priority now must be clear and transparent communication. As it stands, it has not been confirmed whether customer data has been affected and closing that information gap will be key. 

“Customers will expect timely, accurate updates on what data may be at risk and what steps they should take. Organisations that communicate clearly and consistently during incidents are far more likely to maintain trust.”