Can I Sell Hasbro® Games and Toys on Amazon?
Amazon is always strict when it comes to selling toys and games, especially during the fourth quarter of every year. The restrictions lock out many sellers who have dreams of utilizing the vast market and making money from selling kids and adult toys and games.
However, this does not mean that no seller can benefit from this lucrative category. Of course, those who understand and adhere to the rules can become authorized resellers of popular and most-sought toys and boardgames from restricted brands like Hasbro®.
But, how does one reach that point of listing Hasbro products on Amazon? Are there any specific requirements to sell branded toys and board games from this company? This article gives a comprehensive guide on the Hasbro ungating process.
Brief History of Hasbro®
Three brothers founded Hasbro (formerly known as Hassenfeld Brothers) in 1923 as a textile-remnants selling company. The company expanded quickly over the next decades to become one of the world’s best-selling toy companies. This is after it changed its name to Hasbro. Inc in 1985 and introduced more competitive toys in the fashion market such as Jem, Maxie, Mr. Potato Head, and Monopoly.
Hasbro’s success story also involves the acquisition of big companies such as Tonka Corp, Coleco, Nomura Toys Ltd, Avalon Hill, and Galob. It also partnered with several film productions such as Universal Pictures and Discovery, which led to the making of the best entertainment and action films for both kids and adults.
With this growth, it is no doubt that anyone would love to sell Hasbro consumer products and brands on major e-Commerce platforms like Amazon.
Relationship Between Hasbro and Amazon
Unfortunately, selling Hasbro® toys and games on Amazon is not as easy as most people think. Being a globally recognized company, Hasbro. Inc understands that any reseller would love to list their products on Amazon and make profits. For instance, some of the best-selling Hasbro toys include Mr. Potato head and GI Joe, which means higher competition than not so famous toy companies.
Also, since Hasbro is the sole provider of the famous boardgame Monopoly in the US and Canada, it is clear that Amazon and Hasbro will do anything to protect their terms of agreement and prevent the selling of counterfeit products. This includes gating all the Hasbro toys and board games.
Can You Sell Hasbro® On Amazon If Approved for Toys and Games?
Getting ungated in the Toys and Games category does not make one eligible to sell Hasbro® on Amazon. As stated earlier, Hasbro. Inc is always strict and can only allow authorized resellers to list its products on Amazon.
That means, before any seller is allowed to enlist Hasbro toys and games, they must get pre-approval from the company before proceeding to request Amazon approval. The process will also be faster if sellers have legit documentation from Hasbro that shows they are permitted to sell Hasbro® on Amazon.
Another reason why it is not possible to sell Hasbro even after getting approved in the Toys and Games category has a lot to do with Amazon’s ungating levels.
Amazon has four ungating levels; brand, category, subcategory, and product or ASIN ungating. One can get ungated in categories and subcategories, but will still need brand authorization to sell any product on Amazon.
Generally, for anyone to sell any Hasbro brand on Amazon, they need to pass all four ungating levels.
How To Get Ungated in Hasbro®
Besides the general ungating guidelines, selling Hasbro products on Amazon demands sellers fulfill certain requirements as spelled out by Amazon and Hasbro. Inc itself. These brand-specific guidelines are set to protect the brand’s reputation and ensure only quality-certified and trademarked products reach customers. They also prevent malpractices experienced from some sellers such as overpricing, false product information, poor packaging skills, and late shipment. Therefore, before any third-party seller is allowed to list Hasbro toys and games on Amazon, they must fulfill the following ungating requirements:
- Have a valid Employer Identification Number (EIN) or Taxpayer Identification Number (ITIN). This is to prove that the business is registered and adheres to both local and state business laws.
- Have a healthy Amazon Seller Account with no complaints or performance issues. This means a seller has to check their account health before requesting approval.
- Have a long selling history with positive ratings from both consumers and authorities. The recommended period should be at least 6 months of business.
- Present legit purchase invoices and other documents needed for ungating from Hasbro. Inc or any other authorized Hasbro brand. Remember, invoices from wholesalers cannot work in this case because Amazon will ask sellers to provide proof of authorization from Hasbro itself.
- An authorization letter (Letter of Permission) from Hasbro. Inc, which certifies that the company acknowledges and allows reselling of its products on Amazon.
Examples of Hasbro® Brand Products
Monopoly | Clue | Scrabble | Barney and Friends | Bob the Builder | Easy-Bake Oven
What Happens If the Request Is Declined?
In some cases, sellers may face rejection when requesting approval to sell Hasbro® on Amazon. The rejection may be frustrating to newbies, but experienced sellers understand this as a normal response from Amazon to verify the authenticity of sellers. When this happens, Amazon will give a reason for the declined request, often through the Seller Account dashboard. These come as complaints from brands, which include:
- Suspected Intellectual Property Violation: The complaint indicates that the seller is using unauthorized intellectual property in their listing. This includes the brand’s trademarks, patents, or logos.
- Received Intellectual Property Complaint: The complaint requires the seller to reach out to the parent company to remove it from Amazon. If not, it can lead to account suspension, especially if the seller decides to remove the product or ASIN from their listing.
- Product Authenticity or Condition Complaint: The complaint appears in the account health section. It is mostly issued by competitors or the brand itself after buying the product as a regular consumer and leaving negative feedback.
- Counterfeit Claim: The claim is issued by the brand owner who buys the product and complains to Amazon that the product picture and other vital information are not identical to what they received. Hasbro or any other brand uses this trick to restrict small and new sellers, which leads to a long-term suspension.
- Cease and Desist: A brand can issue Cease and Desist letters to sellers before it takes legal action against them for listing its products without permission. This can happen through the Amazon message section or directly to sellers via emails.
- IP Lawsuit Service: This is the last legal step a brand can take if a seller fails to respond to complaints through Amazon or Cease and Desist letter. It is also the most expensive mistake that all sellers should avoid since it can lead to account deactivation.
What Are Amazon Restricted Or Gated Categories
Amazon gated or restricted categories are those with strict selling rules that no seller is allowed to sell freely. These categories, brands, and ASINs have specific approval guidelines, and any seller who meets the standards can enjoy a vast market with less competition. That means Amazon only has the power to draw the rules and open gates for more sellers to access the categories. The good news, however, is that Amazon does not always restrict the entire category, like in the previous gating practices.Instead, it gates subcategories, leaving some products open, even though they might be under gated categories. This explains why there is a short list of gated categories and a long list of restricted products or subcategories. Generally, any seller who wants to sell a gated category or company like Hasbro. Inc must apply for Amazon to let them in.
Why Does Amazon Gate Its Categories?
Most multi-million investments are built on trust, customer satisfaction, and a healthy working environment, and Amazon is no exception. Being a huge marketplace with millions of users globally, Amazon strives to maintain a good relationship with both buyers and sellers by ensuring only high-quality products are in circulation. It achieves this by gating some categories, brands, and ASINs. Any seller who wants to enjoy more selling opportunities and list banded products like Hasbro® must go through the Hasbro ungating process. Therefore, among others, here are the main reasons why Amazon gates its categories:
#1 To Monitor Product Standards
One of the first missions of the company is to ensure buyers are offered both high-quality and safe products. It does this by allowing only sellers whose products have undergone stringent quality assessment steps to access highly-demanded categories. Since the platform is home to millions of brands and buyers, there are high chances of buyers getting counterfeit products. Hence, it is Amazon’s responsibility to block such products by setting up strict selling rules. It also allows only those sellers who succeed in ungating the Hasbro brand to list its products.
#2 To Protect A Brand’s Reputation
Amazon also works jointly with big companies like Hasbro. Inc to ensure only authorized resellers can list products from certain brands. Therefore, to protect the brand’s reputation, Amazon asks sellers to provide legit documentation from these brands to show they are allowed to list their products. Resellers who do not provide proof of authorization are locked out of certain categories. Many large and well-known brands like Hasbro also require pre-approval with them directly, before even ungating Hasbro board games on Amazon. This is true for both seasoned sellers, and individuals new to the platform.
#3 To Enhance Customer Satisfaction
Besides ensuring buyers can get high-quality products, Amazon also restricts some categories to prevent sellers from exploiting buyers. That means only sellers with a positive track record can access the categories and reach buyers. This enhances customer satisfaction and a positive rating. The company may also limit or dictate maximum pricing to ensure buyers are not being fleeced.
#4 Adherence to FDA Regulations
Many items require the approval of the Food and Drug Administration to sell in the US marketplace. No retail platform, website, or other selling venue is permitted to offer any product that is not previously rubber-stamped by the FDA. The obvious reason for this is safety because specific laws exist to ensure that end users are not harmed. Further, items from foreign countries may not be permitted, as they do not meet standard codes from other regulatory bodies.
Categories And Products That Require Amazon Approval
As stated earlier, Amazon has a long list of gated products and a short list of restricted categories. That is because one category can have more subcategories, which can add up to tens of products. Therefore, before unlocking the brand Hasbro to sell on Amazon, sellers need to consider three ungating levels; category, brand, and product ungating. They should also differentiate between category and product unlocking.
General Hasbro Ungating Guidelines on Amazon
Whether you are a new reseller or an established FBA seller, utilizing the vast market space offered by Amazon should never be a challenge again. Amazon’s mission is to see its users grow, and thus, increase sales and profitability.
And this does not matter if you are listing your products in a locked or unrestricted category. As a result, if you want to expand your selling portfolio by ungating Hasbro and accessing restricted categories, here are the general Hasbro ungating guidelines on Amazon:
#1 Sign Up for A Professional Amazon Seller Account
Professional Amazon Seller Account is the backbone of any seller as it records all the activities conducted by the seller on the platform. It is through this account that Amazon can tell your business position and determine whether you meet all the quality standards for Hasbro ungating.
#2 Analyze And Verify Your Account Health
Creating a professional Seller Account is not enough. You still need to maintain its health to maximize your chances of succeeding in Hasbro ungating. Maintaining a healthy account includes meeting your customers’ expectations and adhering to Amazon’s business code. That means you should have a timely shipping record, good customer relations, competitive pricing, and avoid violating Amazon’s policies. To check your account health, go to the Account Health section on the Seller Central Account and click on the Performance menu.
#3 Check Specific Hasbro Ungating Guidelines
Each category and brand have specific ungating instructions, and you need to check them before requesting approval. Some categories are complicated, while others have simple instructions that even new sellers can unlock easily. For example, some categories require sellers to have at least three years of selling experience and running websites.
#4 Choose A Reputable Supplier
Getting a reliable supplier is also a vital step, especially as your demand curve grows. Amazon will also ask you to provide legitimate invoices from trusted suppliers whose products fall under gated categories. After choosing a supplier, you need to place at least three orders, with each order having at least ten pieces of the restricted product. Retailers are not considered suppliers. You cannot go down to your local store and purchase a bunch of items for resale. The products need to come from verified wholesalers and distributors authorized by Hasbro. Inc. Be sure to do your research before sourcing and paying for any potential sales items.
#5 Prepare Your Documents
Before submitting your Hasbro ungating request, you need to prepare your documents, which include recent purchase invoices from reputable wholesalers. These scanned copies of individual invoices should have all the ASINs written next to the product name. Price and other confidential information should be locked for wholesaler privacy. As a general note, it is usually best to send the documents in PDF format, so it can be easily seen that they have not been revised. You may also be required to send information about your status or business trading information.
#6 Request Approval
With all the documents and other requirements ready, you can proceed with ungating Hasbro on Amazon
Guidelines To Ungate Specific Categories on Amazon
Knowing how to get the brand Hasbro unrestricted on Amazon goes a long way in understanding what the brand has to offer. For instance, the brand requires sellers to have authorization from regulatory bodies like Food and Drug Administration. On the other hand, some categories within the company require sellers to have more years of selling experience and a good online presence. Therefore, if you intend to sell in any gated category offered by Hasbro. Inc, you need to consider the following best tips to maximize your chances of ungating Hasbro:
- Getting a Pro-Merchant Status
- Maintaining your order defect rate below 1%
- Maintaining your pre-fulfillment cancel rate below 2.5%.
- Lowering your late shipment rate to below 4%.
- Acquiring child product certificate. A Child Product Certificate is a must-have requirement if you want to sell in children’s categories such as Toys and Games.
Final Thoughts In Ungating Hasbro Brand In Toys And Games
Most Amazon sellers would always want to grab the opportunity and sell in lucrative categories such as Toys and Games.
However, before unlocking these categories, sellers need to overcome the challenges and get approval from various brands like Hasbro, which allow them to list profitable famous games such as Monopoly and highly-sought after toys like GI Joe.
Before beginning with the Amazon ungating, potential sellers will first need Hasbro ungating.
Unfortunately, unlike other brands, ungating the Hasbro® brand seem like a complicated procedure for most new and small sellers. That is why we have made a comprehensive guide to help such resellers to succeed in unlocking the brand Hasbro to sell on Amazon.