EL SEGUNDO, CALIF. — A company fueled by digital multicast networks has reached an agreement with an iconic entertainment and action figure company relocating to Boston this year that will see the debut of a new broadcast channel that brings characters such as “G.I. Joe” and the “Power Rangers” to a whole new generation of audiences.
Thanks to an agreement finalized late last week, Hasbro Entertainment, Hasbro’s content arm that markets its brands and intellectual property across film, television, animation and digital, has given the green light to the Otto Padrón and Joel Wertman-led Get After It Media (GAIM) to launch “Hasbro Legends” as a channel.
With a forthcoming national broadcast footprint, the goal of both Hasbro and GAIM is to reach upward of 70 million homes across the U.S. at launch.
To address the growing streaming and digital video consumer, GAIM plans for additional distribution on streaming platforms. This includes GAIM’s forthcoming Heartland+ app.
“This is what happens when my inner kid/fan takes over—and I love it,” said Padrón, Co-President/COO of GAIM. “We are beyond honored and thrilled to team up with Hasbro. I grew up with G.I. JOE and POWER RANGERS, and now we get to bring these legendary brands to broadcast television at scale.”
GAIM’s Wertman, who serves as Co-President and CEO, added, “We’re not just launching a channel—we’re building the next generation of monetization. This is an omnichannel exchange that allows buyers to transact linear and Connected TV together. We’re on the cutting edge of automating planning, proposals, and buying across multiple stations—bringing real efficiency and ease of execution to the market. This is where ad tech is going.”
What can viewers of Hasbro Legends expect to see? The channel will feature programming that brings back those in their 40s and early 50s to their childhood. This includes “Jem and the Holograms,” “My Little Pony” and “Transformers.”
“Our focus is on meeting audiences where they are and how they consume content today,” said Yannick Ferrero, SVP, Content Distribution & Digital at Hasbro Entertainment. “With Hasbro Legends, we’re bringing our brands to broadcast at scale, reaching new audiences and creating new opportunities for partners across linear and digital platforms.”
GAIM will manage distribution and monetization across both over-the-air (OTA) and free ad-supported streaming television (FAST) environments, creating a unified ecosystem designed to maximize reach, engagement, and advertiser access within a single operating framework.
