Having previously sold toys under the Hasbro trade name, the company shortened its name to Hasbro Industries in 1968 and sold a minor stake in the corporation to the public.
With the unpopular Vietnam War at its height in 1969, Hasbro redesigned GI Joe to be less militaristic and more adventure oriented. Its promotional efforts included the catchphrase "Boy Oh Boy! It's A Hasbro Toy!" in television commercials and print ads. Also in 1969 Hasbro bought Burt Claster Enterprises, which produced "Romper Room" and had just begun a Romper Room toy line. A month-long Teamsters strike and Far Eastern supplier troubles caused the company to have a $1 million loss for the year.
- Hasbro Industries was formally known as Hassenfeld Brothers Inc..
- In 1984 Hasbro Industries acquired Milton Bradley.
- In 1984 Hasbro Industries changed their name to Hasbro Bradley.
- In 1985 they changed their name again to Hasbro.
Most games published between 1968 to 1984 will say just "Hasbro" on them, but should be credited to Hasbro Industries. Games published after 1984 belong to Hasbro.