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“Learning to communicate with people starts with play—and it starts as a kid.” — Jessica Murphy
At a time when children have less free play, more structured schedules, and increasing exposure to digital worlds, one question looms large: What is the future of creativity and connection for the next generation?
For Jessica Murphy, Vice President of Global Marketing Strategy and Operations at Hasbro, the answer lies in understanding the essential role of play—not just for childhood development, but for emotional wellbeing, human connection, and lifelong creativity.
In this episode of The Speed of Culture, Jessica joins Matt Britton to discuss why play is disappearing, how the loneliness epidemic starts earlier than we think, and what Hasbro is doing to ensure its iconic brands—from Play-Doh to Peppa Pig to My Little Pony—continue bringing people together across physical and digital experiences.
Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:
The Loneliness Epidemic Starts With Kids
Jessica begins with a sobering truth: the loneliness crisis that dominates today’s headlines doesn’t begin in adulthood—it starts in childhood.
Play is foundational to how kids learn to communicate, collaborate, and problem-solve. Yet playtime is shrinking dramatically:
- 30% of kindergarteners no longer have recess
- Kids ages 6–11 have 25% less free time than they did a decade ago
- Unstructured, imaginative play has been replaced by packed schedules, tutoring, and digital entertainment
This leads to adults who struggle to connect, express themselves, or build meaningful relationships. Loneliness, Jessica notes, has health impacts equivalent to smoking 15 cigarettes a day.
Hasbro sees this as both a responsibility and a purpose: to create products and experiences that help kids (and adults) reconnect—with themselves and each other.
Balancing Digital Play and Real-World Connection
In a world where everything is becoming digitized, Jessica believes brands must meet consumers where they are—while still giving them reasons to play together in real life.
Take Monopoly:
- Kids can enjoy Monopoly Junior
- Families can gather around the classic board
- Players on the go can choose Monopoly Deal
- Mobile users can tap into the massively popular Monopoly Go
Each version serves a different moment, but all connect back to one shared universe. This omnichannel approach keeps IP relevant while reinforcing real-world connection at its core.
Post-COVID, Jessica sees a resurgence in in-person experiences as families crave physical play, shared activities, and tactile interaction. Hasbro is leaning in.
Creativity in the Age of AI
Generative AI is rewriting how we work, create, and express ourselves. But Jessica argues that true creativity begins with human experience—and machines can’t replicate that.
AI can accelerate great ideas, but it cannot invent human emotion, problem-solving, or lived insight. At Hasbro, the philosophy is clear:
AI should enhance creativity, not replace it.
Matt and Jessica discuss future possibilities—like AI-enhanced toys that respond conversationally or evolve with a child’s learning. While the technology is close, Jessica stresses caution:
- AI must never hijack imagination
- Kids must remain in control of the play
- The technology must be safe, stable, and developmentally appropriate
Imagination, she says, is too precious—and too irreplaceable—to risk.
Keeping Iconic IP Relevant for New Generations
Hasbro’s brands span decades, with many now appealing to multiple generations at once. Jessica’s role is to help guide how these franchises evolve while staying true to their core.
My Little Pony
At its heart, the brand has always been about friendship. But in an era defined by social isolation, that message feels more urgent than ever. Jessica and her team are reimagining the franchise to help girls learn:
- How to make friends
- How to navigate relationships
- How to be a good friend
And they’re doing so in ways that resonate with today’s kids, teens, and even nostalgic moms and grandmothers.
Teenage Mutant Ninja Turtles
A multigenerational powerhouse, TMNT speaks to dads who grew up with the franchise and now share it with their kids. The challenge is offering:
- Nostalgia and collectibles for longtime fans
- Fresh storytelling and modern language that resonates with kids today
This dual approach keeps legacy IP vibrant while opening doors to new audiences.
What’s Trending in the Toy Industry Today
Jessica sees three powerful trends shaping toy demand:
1. Tactile, Sensory Play
Driven by rising levels of anxiety in kids, tactile play is making a massive comeback.
Think Play-Doh, slime, fidgets, Pop-Its, and ASMR-inspired products. These sensory experiences calm the mind and unlock creativity—something even adults benefit from. Hasbro regularly brings Play-Doh into brainstorming sessions because tactile movement “loosens” creative thinking.
2. Self-Expression for Girls
Fashion, accessories, hair play, nails, and beauty are evolving from traditional “beauty play” into tools for creative self-expression. Kids want toys that allow them to invent, experiment, and show who they are.
3. Action + Digital Integration for Boys
Classic categories like action figures and vehicles remain strong—but the leaders are embedding digital extensions, gaming tie-ins, and cross-channel storytelling.
Kids now expect frictionless flow between physical and digital play worlds.
Marketing to Kids vs. Marketing to Parents
One of Jessica’s biggest strategic challenges: figuring out who is driving the purchase.
Kids now influence buying decisions as young as age four. But parents are still the ones transacting—and they also bring nostalgia, values, and safety considerations.
Hasbro uses market-by-market testing to determine whether a kid-first or parent-first strategy drives stronger results. The answer varies by brand, season, and category.
It’s no longer enough to choose one audience. Brands must speak to both, in distinct and authentic ways.
The Power of Creators, Fan Communities & Gaming
Today’s kids live on YouTube, gaming platforms, and creator-driven content. These channels aren’t optional—they’re essential.
Hasbro works with creators on three levels:
- Fan communities who evangelize the brand organically
- Paid creators who bring the IP to life in authentic ways
- Celebrity or flagship creator partners who become the face of the brand
The key, Jessica says, is giving creators freedom. Today’s kids can spot inauthenticity instantly. When creators truly play—versus recite talking points—engagement follows.
Omnichannel Retail + Upper-Funnel Media = A New Playbook
Retail media networks (Amazon, Walmart Connect, etc.) are becoming deeply integrated with streaming and social platforms. Kids see something on YouTube or Roku, and with one click, parents can buy it.
This closed-loop measurement from awareness → consideration → purchase has changed the game for Hasbro’s planning, investment, and attribution strategies.
Lessons in Leadership: Adapt to Change
Throughout her career at Nickelodeon, Viacom, PopSockets, Paramount, and Hasbro, Jessica has thrived in dynamic environments. Her greatest strength?
Adaptability.
She encourages her teams to see change not as wasted work, but as an opportunity:
- To pivot
- To learn
- To discover what’s next
In a world of rapid technological acceleration, Jessica believes adaptability is becoming one of the most valuable skills a marketer can possess.
Advice for Rising Marketers: Become a Generalist
Jessica encourages early-career marketers to explore widely rather than specialize too soon. With AI reshaping tactical roles, being broad, strategic, and cross-functional will future-proof careers.
Knowing all the levers of marketing helps leaders understand how to build campaigns that resonate—no matter how platforms evolve.
The Mantra: Be Brave
Jessica closes with a lesson from her father—advice she still carries today:
“Be brave.”
Fear, she says, is paralyzing. Courage enables action, growth, and opportunity—especially in times of uncertainty. It’s a mantra she hopes younger generations will embrace as they navigate an unpredictable world.
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