Hasbro reports cyberattack, recovery could take several weeks

American toy and entertainment company Hasbro has confirmed it recently experienced a cyberattack and said it may take several weeks for the situation to be fully resolved.

The company, known for major franchises such as Transformers, Peppa Pig, and Dungeons & Dragons, disclosed the incident in a filing submitted to the U.S. Securities and Exchange Commission on Wednesday. According to the filing, Hasbro detected unauthorised activity within its systems on March 28, prompting the company to shut down certain parts of its infrastructure as a precaution.

Hasbro stated that it has activated business continuity plans to maintain essential operations during the disruption. These measures are intended to allow the company to continue processing orders, shipping products, and carrying out other critical functions while remediation efforts are ongoing.

As of Wednesday, parts of Hasbro’s website appeared to be inaccessible, with some users encountering messages indicating that the site was undergoing maintenance.

The company has engaged external cybersecurity specialists to assist with the response and investigation. It also noted that it continues to implement additional safeguards to protect its systems, suggesting the situation may still be evolving.

At this stage, Hasbro has not disclosed the specific nature of the cyberattack. It remains unclear whether the incident involved ransomware or another form of intrusion.

A spokesperson for Hasbro, Andrea Snyder, reiterated that the company took immediate steps to secure its systems and data but declined to provide further details about the attack, including whether there has been any communication from the attackers or demands for payment.

Cyberattacks targeting large corporations have become increasingly common, with attackers often seeking to steal sensitive data or disrupt operations to pressure victims into paying ransoms. Such incidents can have significant operational and financial consequences. For example, a cyberattack on Jaguar Land Rover in 2025 led to prolonged production disruptions, ultimately prompting the U.K. government to provide financial support to stabilise the company and its supply chain.

In its disclosure to investors, Hasbro warned that its interim operational measures may need to remain in place for several weeks before full recovery is achieved.

The company also said it is not yet known whether any data was accessed or exfiltrated during the breach, and that its investigation is ongoing to determine the full scope and impact of the incident.

Hasbro, one of the longest-established toy manufacturers in the United States, employs more than 5,000 people and owns a wide portfolio of well-known brands, including Monopoly, My Little Pony, and Magic: The Gathering.