Background
Hasbro Classic Games is a portfolio of household-name titles that most adults grew up playing: Clue, Guess Who?, Connect 4, Twister, Jenga, and many more. However, Hasbro Games’ social channels were relatively young, and nearly half of their 2025 engagement relied on paid support. The 2026 goal: shift toward 60–70% organic engagement. The brand is deliberately leaning into Gen Z audiences with content rooted in humor, entertainment, and interactive moments viewers can tag, remix, and play along with.
These legacy brands are fighting for attention in feeds where nostalgia is everywhere and anything can be scrolled past in a second.
The Challenge
Our mission is deceptively simple: make something old feel new and fun again for a younger audience who wasn’t around for the original releases.
Our Approach
Strategy and Creative team up to dive deep into game lore and cultural trends, then concept, produce, and publish entertaining content that speaks to authentic fan truths. At the end of the day, everything should feel like play for these “kidults” who just want to have fun.
Results
We’re still early in our rollout, but in the first few months of creating content, Hasbro Classic Games posts have already reached up to 13.2k Instagram views.
Content Series
We took to the boardwalk and streets of Venice to play games with real people. This series takes games out of their expected context to deliver fresh entertainment and gameplay inspo.
Trivial Pursuit Boardwalk
Be honest: did you know what a questclamation mark was before this?! See how the smart, unsuspecting people of the boardwalk fared with our Trivial Pursuit boardwalk series.
Truth or Dare Jenga
This “Truth or Dare” Jenga concept was proof that when you take a classic game and let people choose their own destiny, it becomes even more fun. Even if you end up making a fool of yourself.
Find the Character
Ever wonder if the Guess Who? characters are inspired by real people? Don’t let the cheap wig fool you. David exists, and he’s waiting for you to play.
Evergreen Posts
We create evergreen posts across the entire classic games portfolio. Here are a few of our favorites featuring Operation, Bop It and Jenga.
Tiny Hands Operation
Thank goodness your real surgeon has normal-sized hands. We figured the only way to make Operation even more intense was forcing yourself to use tiny hands. Thls pst waz alsu typd wit ths smae tuny hsndz.
Dog Bop It
Ever wonder what your dog is doing when you’re out having fun? Newsflash—he’s not sitting at the door waiting for you all sad. He’s playing Bop It. And he’s pretty good at it. See?
Jenga on a Boat
Games are more fun when the stakes are higher. Topple the tower? Straight into the lake. The extra choppy waves may or may not have been created at the captain’s discretion.
And Then There’s This
Lord Licorice
M’Lord. 🔥😘 A little Reddit deep-dive informed us that the internet is THIRSTY for Lord Licorice from Candy Land. So, we obliged. Here is what your camera roll would look like if LL were your boyfriend. That’s it. That’s the post.
POV: Your Camera Roll