Belgium - Cartamundi (www.cardamundi.com), the world’s leading game manufacturer and the market leader in playing cards and card games, and global play and entertainment company Hasbro (www.hasbro.com) have agreed to start manufacturing certain PLAY-DOH products in the East Longmeadow, Mass. Cartamundi factory for distribution in North America.
Cartamundi and Hasbro already work closely together on the manufacturing of more than a dozen iconic Hasbro brands, including MONOPOLY, CANDY LAND, RISK, CLUE, OPERATION and GAME OF LIFE. Thirty million Hasbro games are produced in the USA every year by the employees based in East Longmeadow.
Chris Van Doorslaer, CEO, Cartamundi, says: “We are extremely proud that Cartamundi’s operations in the USA will now be manufacturing three of Hasbro’s Franchise Brands: MONOPOLY, MAGIC: THE GATHERING and PLAY-DOH. The addition of PLAY-DOH production will further intensify the cooperation between Hasbro and Cartamundi and is fully in line with the Cartamundi strategy to grow together with our customers by means of Customer Intimacy.”
The continuing growth of these brands has already resulted in the recruitment of 30 additional employees in Cartamundi’s East Longmeadow facility. By the time the PLAY-DOH production line is operational, Cartamundi plans to hire an additional 20 employees.
Combined with temporary staff, this will bring the total number of East Longmeadow employees to 480, reflecting 13.5 percent growth since Cartamundi acquired the factory in 2015.
“We regularly review our global sourcing strategy and make adjustments to optimize the execution of our brands,” said Brian Goldner, Chairman and CEO, Hasbro.
“We do not own any of our manufacturing but source product from a global network of vendor partners. This model allows us to make adjustments as opportunities arise. While each regional production situation is a bit different, we are able to produce PLAY-DOH for almost the same cost globally.”