Bennett Schneir joins Hasbro

To lead the company's film initiative

Bennett Schneir will be Rhode Island-based Hasbro's man in Hollywood, having been named to the company's new post of senior vp and managing director, motion pictures.

The move follows the pact signed in February by Hasbro and Universal for a six-year partnership to bring at least four films based on the games and characters from the company.

Schneir, most recently an exec at Robert Zemeckis' ImageMovers Digital, will work closely with Lisa Licht, who joined Hasbro earlier this year as GM of entertainment and licensing with responsibility for strengthening and developing Hasbro's opportunities within the entertainment industry, while building and growing the company's licensing programs worldwide. He will be based in Los Angeles.

Hasbro is looking to replicate the success it had with DreamWorks and Paramount's "Transformers." The brands the company is looking at adapting include "Monopoly," "Candy Land," "Clue," "Ouija," "Battleship," "Magic: The Gathering" and "Stretch Armstrong."

While at ImageMovers, Schneir worked on such movies as "What Lies Beneath," "Cast Away," "The Polar Express," "Monster House" and "Beowulf." In his most recent role as vp creative affairs at ImageMovers Digital, he oversaw the company's creative development and worked on many Disney-related projects as part of the company's 10-year deal with Disney.

Hasbro global chief marketing officer John Frascotti said Schneir "will collaborate directly with filmmakers and writers" in the adaptation process.

"He was the missing piece in the deal," said Universal's president of production, Donna Langley. "Bennett is a very smart and talented producer-slash-executive. The skill set he's bringing to Hasbro are impeccable story taste coupled with a sound knowledge of technology. He is a great complement to the team."

He began his career at CAA.