Sambro extends Hasbro partnership with new brands

Published on: 16th December 2022

The new deal with Hasbro will see My Little Pony, Transformers and PJ Masks products join Sambro’s portfolio.

Sambro International has extended its rights with global branded entertainment leader, Hasbro, adding iconic brands to its growing product portfolio for the UK & EMEA region, including My Little Pony, Transformers and PJ Masks.

The global supplier of licensed and own brand children’s toys and entertainment has held a long-term contract with Hasbro since 2008. Since 2020, Sambro has distributed an extensive range of Peppa Pig arts & craft toys across Europe and the UK as well as plush across Europe.

This latest deal will see Sambro distribute numerous new product lines within the My Little Pony and Transformers franchises, with PJ Masks launching in 2024 across the UK and the heartland of Europe with a focus on Benelux, GSA, CEE, Nordics and France.

Since the success of the My Little Pony: A New Generation movie in 2021, the brand has continued to grow in popularity and Sambro has worked closely with Hasbro to meet this demand. The two companies have partnered to develop a collection of arts & craft toys and plush, designed with creative play in mind and aimed at children over the age of four.

The collection includes over 20 products, including creative toys such as Paint Your Owns; Lil’ Bodz plush featuring key characters such as Izzy and Sunny; and Sambro’s own uniquely designed Puzzle Palz and Bops n Tops novelty collectibles.

AW23 will also see the launch of Transformers toy collectibles and plush. This will include the addition of Optimus Prime and Bumblebee, plus other characters, to Sambro’s successful, own-developed Lil Bodz family. These plush toys’ small bodies are paired with oversized heads and come with character sounds.

“Hasbro has long valued its working relationship with Sambro and we’re thrilled to continue to work with the team to help lift consumer experiences across these new franchises, especially in the growing value channel,” commented Marianne James, VP Consumer Products for Eurasia at Hasbro. “Our new franchises will allow consumers to express their fandom in new ways through our ever-expanding collection of licensed toys and games, and we’re excited to see what’s to come as part of this newly extended contract.”

Clare Rix, Sambro, commercial manager, said: “This new licensing deal builds on the success of our existing relationship with Hasbro and its Peppa Pig franchises, a relationship which has spanned 14 fruitful years. We’re proud to expand our working relationship and collaborate with the Hasbro team to bring innovative and engaging play experiences to children and their families, inspired by some of the world’s most iconic entertainment brands.”

The new ranges will be available in AW23, with more products being rolled out in 2024.

“As a global leader in bringing licensed toys to market, we look forward to bringing these newest franchises to market across Europe and look forward to seeing their success,” added Clare.


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