@ThisQueerBashesBack@anarchism.space …they do make donations on their own. It's called "employee matching".
This is a campaign that not only raises awareness of the charity but creates an influx of cash for that charity. Yes, the money isn't Hasbro's, but without Hasbro's involvement you wouldn't have donated to this charity, would you? and Hasbro isn't making any money from the transaction, just advertising and goodwill.