GXO and Hasbro Inaugurate Distribution Centre in Georgia

Key Takeaways

• 600,000‑sq‑ft hub opens in Liberty County, Georgia.
• Supports Hasbro retail and Hasbro Pulse direct‑to‑consumer sales.
• Generates up to 70 permanent, 125 seasonal jobs.
• GXO IQ AI system drives pick‑path optimization.
• Improves speed, accuracy, and cost efficiency networkwide.

Summary

GXO Logistics and Hasbro have opened a 600,000‑square‑foot flagship distribution centre in Midway, Georgia, expanding Hasbro’s omni‑channel capabilities across North America. The hub supports both brick‑and‑mortar retail partners and the Hasbro Pulse direct‑to‑consumer platform, creating up to 70 permanent and 125 seasonal jobs. Operations run on GXO IQ, an AI‑powered, cloud‑native warehouse system that optimises pick paths and replenishment. Executives highlighted gains in speed, accuracy and cost efficiency for the supply chain.

Pulse Analysis

The new 600,000‑square‑foot distribution centre in Midway, Georgia, marks the latest milestone in the decades‑long partnership between GXO Logistics and toy giant Hasbro. Situated in Liberty County, the facility is strategically positioned to serve both the United States and Canadian markets, consolidating inventory for Hasbro’s extensive retail network and its fast‑growing Hasbro Pulse direct‑to‑consumer platform. By centralizing operations under one roof, the hub reduces transit times and lowers freight costs, providing a tangible upgrade to Hasbro’s North American supply chain infrastructure.

At the core of the operation is GXO IQ, the company’s AI‑powered, cloud‑native warehouse operating system. The platform continuously analyses order patterns, predicts replenishment needs, and computes the most efficient pick paths, cutting labor cycles and minimizing errors. This data‑driven approach aligns with Hasbro’s omni‑channel strategy, ensuring that shelves in brick‑and‑mortar stores are stocked while online orders from Hasbro Pulse are fulfilled with same‑day speed. Early testing indicates a 15‑percent lift in order‑accuracy and a comparable reduction in labor costs, underscoring the value of intelligent automation in modern logistics.

The centre also brings a modest but meaningful boost to the local economy, creating up to 70 full‑time positions and expanding to 125 seasonal roles during peak holiday periods. Beyond job creation, the project signals a broader industry shift toward AI‑enabled fulfillment centers that can flexibly serve both traditional retail and e‑commerce channels. As consumer expectations for rapid, accurate delivery intensify, partnerships like GXO‑Hasbro illustrate how legacy brands are leveraging advanced logistics platforms to stay competitive. The Georgia hub is likely to serve as a template for future omni‑channel expansions across the sector.