Hasbro grabs a new trademark - but what for?

A few days ago, Hasbro applied for a new trademark, "UNIT:E." And whatever it is, it seems like they want to use it on everything:

Toys, games and playthings, namely, toy action figures and accessories for use therewith toy vehicles and accessories for use therewith; toy playsets for use in connection with toy action figures and toy vehicles; toy vehicles and toy robots convertible into other visual toy forms; toy robots; plush toys; stuffed toys; plastic and vinyl toy characters and toy animals; toy figures; radio-controlled toy vehicles; mechanical toys; toy construction sets, building toys, wind-up toys; water squirting toys; toy modeling compounds, toy molds and toy extruders for use with toy modeling compounds; toy balls, namely toy footballs and baseballs; toy baseball bats; toy swords and toy shields and accessories for use therewith; toy projectile shooters and toy projectiles for use therewith; jigsaw puzzles; board games; parlor games; action skill games; card game; role-playing games; trading card games; electronic hand-held games not for use with external displays or monitors; target games; dice games

They actually filed it under four categories: that one you just started to read then gave up on and skimmed briefly is clearly for toys with the UNIT:E name. There's also one covering entertainment services (movies and tv), paper goods (books and comics) and videogames (both console and mobile games). So not only do they want to put the name on every kind of toy, they want to put it in every form of medium, too. Could this be related to that "Hasbro Factory" movie rumor from last year?

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