In 2010, I had the privilege of collaborating with one of my toy industry mentors, Hasbro VP Steve Drucker, to craft characters, story, world and thematic resonance for a transformative version of Hasbro's universally known Tonka brand. Adventures of Chuck & Friends went on to become an animated series on Hasbro and Discovery's The Hub Network as well as an exciting product line. This exercise in brand building emphasized a unique time in Hasbro's transformation from toy manufacturer to a brand blueprint spanning not just toys and games but entertainment, publishing, and digital.