Hasbro buys 70 per cent share of Backflip Studios for $112m | Brands | Mobile Entertainment

Hasbro buys 70 per cent share of Backflip Studios for $112m

Hasbro buys 70 per cent share of Backflip Studios for $112m
Zen Terrelonge


Brands / July 9th 2013 at 11:15AM

Toy maker wants to secure a "leadership role" in mobile gaming.

Hasbro made a notable play for the mobile games market just over a year ago by teaming with Gameloft to bring toy brands My Little Pony and Littlest Pet Shop to phones and tablets.

A little while later and the company partnered DeNA to push Transformers to the latter's Mobage games network.

Well, the itch has clearly developed somewhat and Hasbro has bought a majority 70 per cent share of mobile games maker Backflip Studios for $112 million.

2009-launched Backflip is behind titles including Paper Toss and Dragon Vale, and the company's most popular games have been downloads more than 300 times.

Backflip will continue to produce its own content, though it will also be on hand to deliver materials for Hasbro brands.

Additionally, the Backflip management team will also continue to run the company, which will remain in Colorado, US.

Brian Goldner, president and CEO of Hasbro, said: "The acquisition of Backflip fits perfectly into our strategy of extending our brands into all forms and formats. As mobile play continues its rapid growth, Backflip’s leadership position, great games and established network of users, makes Hasbro a more meaningful participant in digital gaming.

"Together with Julian, Dale and the talented team at Backflip, we will continue to take a leadership role in bringing great game play to the mobile environment."