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This is a really smart move for Hasbro.
They're taking an iconic brand that has been around for 70 years, and that was cemented in consumer's minds through Toy Story.
And they're saying, Boy, it's really powerful, but we need to make it more relevant for tomorrow so they're keeping the important components, its authenticity.
But they're letting kids put it together in new and fresh ways to make it more relevant.