Hasbro is opening its fourth annual Women Innovators of Play Design Challenge on 15 October 2026, inviting women of all backgrounds and experience levels to submit an original mass-market toy or game concept.

Entries close on 20 November 2026. Hasbro says concepts will be judged on innovation, scalability, fun and playability, design and aesthetics, and manufacturability.

What the winners receive

Each winner will receive a US$10,000 prize, a day of programming at Hasbro’s new Boston headquarters, a mentoring session with one of the company’s senior women leaders, and a one-year membership of Women in Toys, Licensing & Entertainment.

The programme has awarded a total of US$90,000 since launching in 2023. Hasbro says several previous participants have gone on to win industry awards and build careers in independent game design.

Why makers and convention traders should look closely

Many strong convention products begin as a clever handmade object, a prototype or a play pattern that works brilliantly at the table. But mass-market design asks additional questions: Can it be made consistently? Is the idea understandable quickly? Does it remain fun after repeat play? Can it be priced and packaged for a wider audience?

Those are the same questions in Hasbro’s judging criteria, making the challenge useful even for designers who ultimately choose to stay independent. Preparing a concise pitch can sharpen a product idea, reveal manufacturing issues and make it easier to explain the concept to retailers or customers.

How to prepare before submissions open

• Write a one-sentence explanation of what the toy or game does.
• Identify the intended player or age group and the repeat-play hook.
• Build a simple prototype that demonstrates the core action.
• Check the official rules, eligibility and required materials before submitting.
• Keep dated development notes and your original files.

Hasbro is also expanding Women Innovators of Play from a virtual annual programme into year-round in-person networking events with Women in Toys, Licensing & Entertainment.

Follow more toy and maker stories through ASACC’s Hasbro archive and discover independent products in the marketplace.

Source and entry information

Hasbro Newsroom, 12 October 2026. Entries are due through Hasbro’s official Women Innovators page; applicants should read the current official rules before entering.

Featured image: Vooglam Eyewear / Unsplash, used under the Unsplash licence.