EMEA LCP Creative Lead - Sr Manager in City of London

Hasbro is a leading games, IP and toy company whose mission is to create joy and community through the magic of play. With 165 years of expertise, Hasbro delivers groundbreaking play experiences and reaches more than 1 billion fans annually around the world, through physical and digital games, video games, toys, licensed consumer products, location‑based entertainment, film, TV and more.

Role Overview

Hasbro is seeking an inspirational, commercially astute EMEA Creative Lead to define and elevate the creative vision, product innovation pipeline, and regional design strategy for licensed consumer products across EMEA. This role is critical to delivering the EMEA Growth Plan and plays a pivotal part in Hasbro’s wider Global Growth Strategy. The successful candidate will shape regional creative leadership that influences global product direction, informed by trends emerging from leading EMEA fashion retailers and cultural touchpoints.

The EMEA LCP Creative Lead will be instrumental in shaping how Hasbro’s iconic brands — including Transformers, Peppa Pig, Monopoly, My Little Pony, Dungeons & Dragons, and emerging IP — show up across culture, fashion, and retail ecosystems. You will champion design excellence, unlock category‑expanding opportunities, and ensure brand relevance across diverse markets and consumer segments. This role leads a high‑performing regional design and product development team while also driving global creative alignment. You will partner closely with regional agents, licensees, and retail partners to deliver best‑in‑class licensed consumer products across EMEA and selected global DTR accounts.

Key Responsibilities

• Creative & Design Leadership: Define and drive the creative strategy for licensed consumer products across EMEA, ensuring brand consistency, cultural relevance, and commercial impact. Lead creative direction for EMEA and selected Global DTR (Direct‑to‑Retail) accounts, delivering elevated, trend‑right assortments aligned to retailer strategies and consumer insights. Review and establish effective processes, workflows, and resourcing models to strengthen DTR delivery, ensuring clarity, efficiency, and creative excellence. Champion innovation across categories, identifying new product opportunities and design approaches that strengthen brand equity and unlock incremental revenue. Oversee the creation and evolution of regional style guides and seasonal creative assets to support diverse markets and partners.
• Fashion, Culture & Collaboration: Bring strong fashion and lifestyle industry expertise, translating brand DNA into compelling apparel, accessories, footwear, and lifestyle collections. Lead the creative development of halo collaborations, capsule collections, and limited‑edition partnerships with designers, influencers, and cultural tastemakers. Identify and nurture brand‑elevating partnerships that drive cultural relevance, PR value, and premium positioning.
• Global Partner & Agent Leadership: Provide creative leadership and strategic direction to multi‑regional licensing agents, ensuring alignment with global brand priorities and local market opportunities. Build strong partnerships with regional agents, licensees, and retailers, guiding design execution, product quality, and brand interpretation. Act as the senior creative point of contact for EMEA and selected global partners, influencing decision‑making and ensuring excellence in delivery.
• Cross‑Functional & Commercial Leadership: Collaborate closely with LCP Central Creative, franchise, retail development, and commercial teams to ensure creative strategies support business objectives. Partner with category leads to shape long‑term product roadmaps aligned to franchise priorities and market trends. Present creative strategies, product concepts, and seasonal direction to senior leadership, retail partners, and external stakeholders.
• Team Leadership & Development: Lead, inspire, and mentor a regional team of designers and product developers, fostering a culture of creativity, accountability, and continuous improvement. Build capability across fashion, lifestyle, and trend‑driven design disciplines to support evolving business needs. Champion operational excellence through clear workflows, communication, and effective cross‑regional collaboration.

Experience & Qualifications

• Proven experience in a senior creative or design leadership role within consumer products, fashion, lifestyle, or entertainment licensing.
• Demonstrated success delivering fashion‑forward collections, cultural collaborations, and premium brand extensions.
• Strong track record managing multi‑regional licensing agents, global licensees, and complex partner ecosystems.
• Deep expertise leading creative strategy for DTR retail programs, with a strong understanding of retailer dynamics and global consumer behaviour.
• Exceptional ability to balance creative vision with commercial strategy, translating insights into compelling, scalable product solutions.
• Outstanding communication, presentation, and stakeholder‑influencing skills.
• Experience building, managing, and developing high‑performing creative teams.

Equal Opportunities Employer

Hasbro is an Equal Opportunities Employer. We value diversity at Hasbro, and do not discriminate on the basis of race, religion, colour, national origin, gender, sexual orientation, age, marital status, or disability status.