ON WOODEN PALLETS in a warehouse on the outskirts of Waterford city, I’m looking at enough printed money to solve all of Ireland’s – and probably Europe’s – current financial difficulties. Sheets of notes in denominations of 50, 100 and 500 are stacked in bundles.
The factory workers estimate they have printed trillions since the plant opened 35 years ago, and they have the capacity to keep on printing as much money as is needed. From here, the money is packed and shipped all over Europe in large trucks. It’s just a pity that it’s all Monopoly money.
The factory is the Hasbro plant, where some of the world’s best-loved board games and toys, including Monopoly, have been made for decades. During my visit, the last of the Christmas orders are coming off the production line, ready to be shipped to countries such as Britain, France, Spain, Italy and Germany.
Many of the products produced here – cards, jigsaws and board games (The Game of Life, Cluedo, Trivial Pursuit and Battleship, to name a few) – were conceived in a pre-digital era.
At a time when most large toy manufacturers choose China over Europe as their manufacturing base, Hasbro remains in Waterford. The nearby Waterford Crystal and Talk Talk facilities are reminders of recent job losses, due to production costs and changing market demands.
Since August, workers have been filling orders and upping production to ensure the Christmas consumer demand is met. All stages of production are housed under the one roof, covering 23,225sq m (250,000sq ft).
As managing director Terry Power takes me on a guided tour, there’s a slightly Willy Wonka feel to the whole experience. There’s a machine making Monopoly houses and hotels in one corner, spitting little red and green moulds into large bags. I half expect to see an orange Oompa-Loompa collect them afterwards.
In another area, I notice the unmistakable red nose of the Operation patient, as workers put metal strips in a box underneath him. Other workers attach the little wired tweezers which set off the alarm if the metal is touched by a player.
There are Connect Four moulds in another corner, and huge sheets of uncut jigsaws piled high waiting to be chopped up. Another machine is tasked with making thousands of white and red pegs used in Battleship.
Over the course of a year, about 12 million units will leave the Waterford factory – nine million board games, one million jigsaws and two million card games – and staff levels will increase by about one third in the run-up to Christmas.
As users of the games themselves, the workers are aware that they’re not just simply shifting inanimate units — they’re helping to create family memories. “The workers here are very aware of what they are making,” explains Power.
“Over 6,000 employees have gone through the plant and it’s like an extended family. They have a special connection to the product. In fact, we encourage them to use the games, then tell us what they think of them.”
But for how long can games such as Cluedo and Monopoly hold out against the preferences of the digital generation, who are now as likely to download a game in seconds rather than take the time to set up a board game or, God forbid, interact with others.
“The move to digital gaming has impacted on us,” says Power. “We found, though, that there is a core market out there for on-table games or board games. It has been impacted not only by digital games, but also mobile phones.
“The way I like to look at it is that new gaming platforms are expanding, and we are looking to new markets and holding our own in our traditional ones. Prices have come down for our products.”
To highlight the adaptability of the Hasbro product, Power and operations manager Tony Ruane show me a secret production line in a quiet part of the plant.
The workers here are helping to develop the manufacturing process for a new version of Battleship, in time for a film adaptation of the traditional game next year. (Hasbro also owns the rejuvenated Transformers franchise.)
I’m only allowed a quick look at the packaging though. What’s inside will have to wait until next Christmas.
HASBRO IRELAND
HASBRO IRELAND is a manufacturing subsidiary of Hasbro Inc, a US public company, with a variety of products: toys and games, television programming, films, video games and a comprehensive licensing programme.
It owns or franchises brands including Transformers, Littlest Pet Shop, Nerf, Playskool, My Little Pony, GI Joe and Monopoly. Hasbro worldwide sales in 2010 were $4 billion (€3 billion).
Hasbro Ireland has been in Waterford since 1977.
The company manufactures products for the toys and games industry. In 2011, 12 million units, spread over 200 products, were shipped from the plant, mainly to European destinations.
Activity in the plant is seasonal. The core workforce of about 200 rises to about 290 at peak production in the second half of the year.
Board games for Christmas 2011
30 Seconds €37
This is one of the most popular board games in South Africa, and a new Irish version has just hit the market. It’s a fast-paced general knowledge game, in which each player must guess a word, much like Charades.
Santas Rooftop Scramble €19.99
Designed and made in Waterford, this board game has players read letters to Santa, make their list, load their sack from the elves’ workshop and race to become the first Santa to deliver presents.
Guess Who? Extra €19.99
Modified to merge with new technologies, Guess Who? Extra comes with electronic sounds and a timer to add suspense.
Doggie Doo €21.99
This new board game revolves around players throwing the dice to see how often they squeeze a plastic dachshunds lead. Each squeeze pushes some plasticine poop nearer to fruition and when the deed is done, the player holding the lead cleans up the poop with a little spade.
With thanks to Smyths Toys
