Hasbro Bets Big on Georgia with New High-Tech Distribution Hub

MIDWAY, GA – March 19, 2026 – Toy and entertainment giant Hasbro, Inc. has officially opened the doors to a sprawling 600,000-square-foot distribution center in this quiet corner of coastal Georgia, marking a pivotal investment in its North American supply chain. The state-of-the-art facility, developed in partnership with logistics leader GXO, is not just another warehouse; it represents Hasbro's first-ever U.S. distribution center that the company has fully developed, leased, and branded itself. This strategic move is designed to significantly bolster the company's ability to serve both traditional retail partners and its growing direct-to-consumer business, Hasbro Pulse.

A Blueprint for Modern Play

The opening of the Midway facility is a cornerstone of Hasbro's broader corporate strategy, dubbed “Blueprint 2.0,” which aims to transform the company into a more agile and profitable leader in the play and entertainment industry. This move comes after years of navigating global supply chain disruptions and a concerted effort to right-size inventory levels that had swelled in the post-pandemic market.

The new center is a direct response to those challenges. By centralizing a significant portion of its East Coast distribution, Hasbro aims to streamline operations and unlock substantial efficiencies. The company projects the facility will generate approximately $8 million in annual productivity savings. These funds are not just a bottom-line boost but are earmarked for reinvestment into further efficiency initiatives, creating a cycle of continuous improvement. This aligns with Hasbro's ambitious goal of achieving $1 billion in gross cost savings by 2027.

“By opening our first company-leased U.S. distribution center, we’re expanding our supply chain capabilities to deliver magical play experiences faster and more efficiently than ever before,” said Stephanie Beal, Chief Supply Chain Officer at Hasbro, in a statement. “This facility underscores our commitment to our operational excellence program and marks another milestone in our transformation into a modern play and entertainment company. Investing in our flagship U.S. distribution center strengthens our ability to deliver the speed, quality, and efficiency our retail partners and fans expect, ensuring the right products reach the right places at the right time.”

Georgia's Growing Logistics Clout

The choice of Midway in Liberty County was no accident. The location places Hasbro at the heart of the Southeast's booming logistics corridor, less than an hour's drive from the Port of Savannah. As one of the fastest-growing and most efficient container ports in the nation, Savannah provides a direct and rapid gateway for goods entering the U.S. market. With direct access to major arteries like Interstates 95 and 16, products can be moved from port to warehouse to retail shelves or customer doorsteps with unprecedented speed.

The economic ripple effects are already being felt locally. The facility is expected to create between 60 and 70 permanent jobs, with that number swelling to as high as 125 during peak seasonal rushes. For a community with a labor force of just over 1,000, this represents a significant injection of opportunity.

“Hasbro’s choice to build its first fully developed and branded U.S. distribution center in Liberty County is a tremendous win for our community,” commented Al Williams, State Representative and LCDA Board Chairman. “This investment means quality jobs and new opportunities for our military families. We’re proud to welcome a company whose brands bring joy to a billion people around the world and opportunity here at home.”

The Tech-Powered Partnership

To run this critical new node in its network, Hasbro has partnered with GXO, the world's largest pure-play contract logistics provider. This partnership goes beyond simple warehousing, integrating advanced technology to optimize every aspect of the facility's operations. The center is powered by GXO's proprietary cloud-native system, GXO IQ, which uses artificial intelligence and machine learning to manage inventory, optimize pick paths for workers, and anticipate replenishment needs before they become critical.

This technology is key to delivering the speed and accuracy required by modern omni-channel retail. Whether an order is for a full truckload of MONOPOLY games headed to a big-box retailer or a single, highly sought-after action figure for a collector on Hasbro Pulse, the system is designed to handle it with maximum efficiency.

“We’re proud to partner with Hasbro on this next-generation flagship facility, bringing GXO’s decades of logistics experience to deliver iconic Hasbro games to retailers and consumers with greater speed, accuracy, and reliability,” said Michael Jacobs, President, Americas & Asia Pacific at GXO.

The successful launch was a result of tight coordination between multiple partners. “This project shows what’s possible when strategy, real estate, and operations are brought together under one program,” added Marcus Carmont, Chief Customer Officer at TMX Transform, which worked with Hasbro on the project. “Working with Hasbro, we delivered a right‑sized distribution center that strengthens their East Coast network.”

Competing in a Fast-Moving Toy Market

Hasbro's investment in Midway reflects a broader, industry-wide scramble to build more resilient and responsive supply chains. The toy market has become fiercely competitive, with consumer expectations shaped by the instant gratification of e-commerce. Hasbro's chief rivals are making similar strategic moves. Mattel has been actively diversifying its manufacturing footprint to reduce its reliance on any single country, while the LEGO Group has been aggressively expanding its own network of regional distribution centers close to its major markets.

In this environment, control and efficiency are paramount. The new Georgia facility, which accounts for roughly 25% of Hasbro's total U.S. distribution footprint, gives the company greater command over its own destiny. It complements existing warehouses in California and Illinois, creating a more balanced and robust national network. By taking direct control of a key piece of its U.S. distribution and powering it with advanced technology, Hasbro is making a calculated play to secure its position in the competitive global toy market for years to come.