Hasbro, a massive toy company known for giving us Mr. Potato Head, Monopoly, Transformers and more — announced on Thursday that it will join forces with Death Row Records, a label synonymous with West Coast gangsta rap thanks to artists like Dr. Dre, Snoop Dogg, and Tupac.
Hasbro purchased multi-media company Entertainment One, which owns family friendly brands like Peppa Pig, in a $4 billion dollar deal. In 2013, eOne acquired the catalog of Death Row, which had previously been forced to declare bankruptcy in 2006.
Death Row — which was founded in 1991 by Suge Knight, The D.O.C., and Dr. Dre — was one of hip-hop’s most influential labels, signing some of the biggest names on the West Coast.
The iconic label, however, filed for bankruptcy in 2006 after a series of lawsuits and the imprisonment of Knight. It has since changed hands several times, ending up with Entertainment One when it was bought for $280 million.
“The acquisition of eOne adds beloved story-led global family brands that deliver strong operating returns to Hasbro’s portfolio and provides a pipeline of new brand creation driven by family-oriented storytelling,” Hasbro CEO Brian Goldner said in a statement.