Hasbro says it was hacked, and may take ‘several weeks’ to recover

American toy-making giant Hasbro has confirmed a cyberattack, and the company says it may take “several weeks” before the incident is resolved.

The owner of properties including Transformers, Peppa Pig, and Dungeons & Dragons said in a legally required disclosure with the U.S. Securities and Exchange Commission on Wednesday that it detected an intrusion on March 28, which prompted the company to take down some of its systems.

Hasbro said it has implemented and continues to roll out business continuity plans to allow it to “take orders, ship product and conduct other key operations while it resolves this situation.”

Parts of Hasbro’s website appeared down as of Wednesday, when checked by TechCrunch. One error message said the site was “currently undergoing maintenance.”

The company said it has called cybersecurity professionals to help, but noted that it was continuing to “implement measures to secure its business operations,” suggesting that the hackers may still be in the company’s systems.

It’s not known what specific kind of cyberattack, such as ransomware, was detected.

When reached by TechCrunch, Hasbro spokesperson Andrea Snyder reiterated much of the SEC filing and said the company had “taken swift action to protect our systems and data,” but would not answer questions about the nature of the cyberattack, or if the company has had any communication from the hackers, such as a demand for money.

Hackers increasingly target large companies to steal data and extort corporate victims for ransom, but also cause disruption to operations that can have lasting financial damage. A cyberattack at Jaguar Land Rover in 2025 stalled car-making production lines for months, prompting the U.K. government to step in with a $1.5 billion bailout guarantee to prevent the company and its supply chain from going under.

In its public notice to investors, Hasbro warned of delays, citing the need to run these interim measures for “several weeks before the situation is fully resolved.”

The company said it was not immediately known if any data was stolen, and that its investigation is ongoing to determine the full scope of the breach.

Hasbro is one of America’s longest-running makers of toys and entertainment products, and has more than 5,000 employees. The company also holds the intellectual property rights of major toy, game, and consumer brands, including Monopoly, My Little Pony, and Magic: The Gathering.

Updated to include Hasbro spokesperson comment.

Do you work at Hasbro and know more about its data breach? Contact this reporter via encrypted message at zackwhittaker.1337 on Signal.

Zack Whittaker is the security editor at TechCrunch. He also authors the weekly cybersecurity newsletter, this week in security.

He can be reached via encrypted message at zackwhittaker.1337 on Signal. You can also contact him by email, or to verify outreach, at [email protected].

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