Tag Archives: hasbro

Hasbro is scaling down its classic gaming titles in Mini Puzzles partnership with YWow Brands

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YWow Brands, a toy company specialising in novelty puzzles and games, has landed a new partnership with Hasbro to develop an assortment of five collectable Mini Puzzles based on its popular Hasbro Gaming titles.

Monopoly, Monopoly Junior, Cluedo, Operation, and Trivial Pursuit all feature in the new range of Mini Puzzles, each designed to resemble a miniature version of the iconic games, enabling gaming fans across the world to experience their favourite titles in a new way.

YWow Brands has quickly become a recognisable name in the Mini and Supersized licensed puzzles arena,  and today boasts a range of global licensing partners across its portfolio. YWow products are currently being shipped to more than 40 markets around the world and are sold in various toy and department stores.

“Some Mini Puzzles are highly sought after in the puzzle market and are catching the attention of internet users due to their massive viral potential. YWOW is revolutionizing the puzzle industry, opening doors to endless possibilities by combining popular brands with puzzles, ‘puzzlizing’ any brand or product loved by all ages,” read a statement from the company.

YWow’s collaboration with Hasbro aims to ‘bring home the fun for all families and all children, globally’.

The 24-piece puzzles will be available in most major markets as unique collectibles starting this year.

Peppa Pig and Hunter launch second collection of wellies, backpacks, and accessories

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Hasbro and Entertainment One’s Peppa Pig is at it again, helping kids prepare for all of those muddy puddles with the launch of a second collaboration collection of children’s wellies and accessories with Hunter.

Following on the heels of the successful first launch collection, the latest line up – featuring the Kids First Muddy Puddles Wellington boot, Backpack, Umbrella, and Kids Boots Socks – will be launching in time for the start of a new school year on August 2nd this year.

Through its partnership with Hunter, Peppa Pig continues to celebrate and encourage a love of nature and adventure. Each product features an exclusive camouflage pattern of Peppa Pig splashing in puddles. The print incorporates rain droplets and Peppa Pig herself wearing boots, a rain jacket and holding a Hunter umbrella.

The boot has been handcrafted from natural vegan rubber offering 100 waterproof protection and features the playful camouflage puddle print, available in Dragon Fly, Yarrow and Rose Metal.

Ranging from £25 to £50 the collection will be available online at Hunterboots com, Hunter retail stores and selected retailers from August 2nd 2021.

Hasbro, Science Museum, and Aardman among Brand Licensing Europe 2021 line-up

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MGA Entertainment, Hasbro Consumer Products, Mattel Brands, and the Science Museum Group are among the names confirmed to be exhibiting at this year’s Brand Licensing Europe as the industry readies to meet face-to-face once again at ExCeL London this November.

With just over four months until the in-person return of the London licensing event, the show’s organiser has detailed the first wave of exhibitors confirmed to take part in the trade event this year, spanning a range of countries and categories, from TV production and movie studios, to leaders in the toy space.

Confirmed exhibitors include The Smurfs, Magic Light Pictures, Crunchyroll, Asterix, and Aardman, alongside the likes of Sanrio, SEGA, National Basketball Association, and Gallimard Jeunesse. They join a roster of high profile toy companies who each continue to build on their global franchises through consumer products and licensing. These include Hasbro, Mattel, and MGA Entertainment.

Anna Knight, VP of Licensing, Informa Markets, said: “We are thrilled that BLE will return in-person this year. The support we’ve received from the industry has been amazing, proving that there is a genuine desire for the brand licensing community to reconnect face-to-face once more.

“We are delighted to welcome so many exhibitors already, including GO-N and The Scouts Store who will be new to the floor for 2021, and a wide range of European brands returning including Sophie La Girafe, FC Barcelona, Sagoo, Spain Licensing Pavilion, Tour de France and many more.”

Yana Esieva, Junior PR Manager, Masha and the Bear, said: “We are extremely happy Brand Licensing Europe will gather us in person again! This tough year made us realise the importance of in-person connections and communication, and now we’re anxiously waiting to reconnect face-to-face with our industry friends and partners.”

The exhibitor list is available to view on the BLE website, here.

Hasbro and eOne’s new animated comedy series Ninja Express to launch on CBBC next month

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Hasbro’s global entertainment studio, eOne, has launched a new kids’ animated series to the global stage, an ‘absurd 2D and 3D mix of animated comedy’ for six to 11 year old kids, titled Ninja Express.

The series – c0-produced with Creative Conspiracy and Frogbox – follows the antics of a special delivery service run by super-powered Ninjas and is scheduled to roll out globally, premiering on CBBC in the UK, from July 1st this year.

“We are so proud to share Ninja Express with kids around the world,” said Olivier Dumont, president of eOne’s Family Brands division. “The show balances the ultimate mix of over-the-top humor with real heart and we are confident that people will fall in love with our three colorful ninjas – Aka, Kiro and Konpeki. The teams at Creative Conspiracy and Frogbox truly created something special with this show.”

A description of the new series, issued by Hasbro, asks audiences to ‘imagine a delivery service that delivers anything, anywhere, and anytime. One that not restricted by limitations of time and space, and to top things off, imagine it being run by three little Ninjas.’

Ninja Express follows Kiro – a Yellow Ninja with the ability to look through space and time, Konpeki, the Blue Ninja with the power to travel through space and time, and Aka, the Red Ninja who can temporarily reduce the size of any object by inhaling its mass.

“We’re really excited to bring Ninja Express to audiences everywhere,” said Peter Decraene, partner at Creative Conspiracy. “The show was really fun to create and produce. We are thankful for having such amazing broadcasters on board and are very happy that kids all over the world will now get to know our little ninjas and join them on adventures as they travel through space and time.”

Ninja Express is set to premiere on WarnerMedia’s Boomerang (EMEA, APAC, LATAM) and Ketnet (Belgium) from July 1st onwards. It will air on CBBC in the UK from July 3rd this year, as well as on Gulli in France, and Huace in China later in the year.

Hasbro and Universal launch Transformers x Jurassic Park mash-up… proving that life does find a way

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Even if you could never have imagined it, life… (you’ve guessed it), finds a way. Hasbro has finally partnered up with Universal Brand Development and Amblin Entertainment to create the DNA mash-up we’ve all been waiting for; bringing Jurassic Park and the Transformers franchise together for the first time.

Under the new partnership, the iconic T.Rex and Ford Explorer from the blockbuster 1993 Jurassic Park have been transformed into… well, Transformers. And the names of these beautiful creations? Tyrannocon Rex and Autobot JP93, of course.

The new Transformers x Jurassic Park figure and vehicle pack celebrates the 1993 movie that set the course for Universal’s Jurassic franchise almost 30 years ago. Both the Tyrannocon Rex and the Autobot JP93 feature a combined 260 unique details inspired by moments from the Jurassic Park film.

The Tyrannocon Rex figure converts into T.Rex mode in 27 steps and features detailed molded dinosaur texture. The figure features a new head mold and stands at seven inches.

Meanwhile, fans can enjoy a heavy dose of nostalgia through one of the film’s iconic vehicles, as the Autobot JP93 converts into the licensed Ford Explorer mode in 18 steps. The figure stands at 5.5 inches and comes with a blaster accessory that can attach to the figure in both modes.

Dr. Alan Grant and the Game Warden inspired both the JP93 hat in bot mode and the JP93 blaster accessory.

Both figures are contained within packaging inspired by the unforgettable moment in the original film in whihc the T.Rex escapes her enclosure and crushes the Ford Explorer. The packaging also includes a cardboard backdrop illustration of the T. Rex’s cage, allowing fans to recreate the scene.

A press release from Hasbro read: “Transformers robots have always been… More than Meets the Eye, but now, through the Transformers Collaborative, fans can experience these larger-than-life characters as they team up, mash up, and meet up with other characters, teams and people who share this same special quality. It is a world of constant change where things are not what they seem.”

The Tyrannocaon Rex figure and Autobot JP93 vehicle pack are available to pre-order for $104.99 (around £75) on Amazon.

A second release of the figure and vehicle pack will be available starting December 1 this year via Hasbro’s fan-facing platform, Hasbro Pulse as well as select retailers worldwide.

Hasbro and Reebok combine forces to launch Mighty Morphin Power Rangers footwear collection

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The global entertainment powerhouse, Hasbro has partnered with Reebok to introduce a new collection of trainers based on the original ’90s television series, Mighty Morphin Power Rangers. The new family footwear collection pairs some of Reebok’s iconic silhouettes with five of the original Power Rangers.

The characters featured in the line-up include the Red Ranger, Black Ranger, Blue Ranger, Pink Ranger, Yellow Ranger, and Megazord, Each of the Reebok models represent their Power Ranger, bringing in elements to connect the show to its corresponding Power Ranger and Zord.

Beyond unique details that relate to each character, each style incorporates a Power Coin, the Power Rangers bolt and materials inspired by the metallic Zords. And if that’s not enough, all six models will be packaged in shoeboxes designed to resemble different elements of the Megazord.

Combine the six boxes and, you’ve guessed it, avid collectors will be able to assemble a limited edition Megazord figure akin to the television show model.

So let’s take a look at those six models in a little more detail.

The range kicks off with the Zig Kinetica II Red Ranger, pairing the Red Ranger’s athleticism and personality with Reebok’s new Zig Kinetica II. The shoe features a jagged toe box to represent the Tyrannosaurus Zord’s teeth with silver Zord accents along the midsole.

Next up is the Nano X1 Black Ranger, inspired by the Black Ranger’s sleek look, agility and speed. The shoe features a heel tab design that references the Black Ranger’s signature ’90s fashion sense.

Cluc C Legacy Blue Ranger pays homage to the Blue Power Ranger’s work through the translucent sole, which shows an imortant aspect of the shoe that is so often shrouded by the outsole. The sneaker also includes a white collar and heel blocking to resemble the design of the Triceratops Zord’s crown.

Reebok’s Freestyle Hi Pink Ranger is the company’s first workout shoe made exclusively for women, designed to represent the Pink Ranger – known for promoting individual empowerment and investing in others by teaching aerobics at her community centre. The shoe incorporates pink stripes down the front of the upper that make reference to the Pterodactyl Zord, as well as a green broken heart on the inside strap that alludes to the Pink Ranger’s relationship with the Green Ranger.

Club C Yellow Ranger, a silhouette known for its’ adaptability from the skate park to the tennis court, matches the Yellow Power Ranger’s signature versatility. In addition to Zord markings, the Club C Yellow Ranger features a wing logo on the back of the tongue as a tribute to Yellow Ranger actress Thuy Trang.

Finally, the Question Mid Megazord features a range of markings to represent the Zord, from the black and yellow logo on the tongue that resembles Zord eyes to the V-printed eyelets that emulate Zord teeth. The shoe also includes a question mark on the right toe with an M for Megazord.

The Question Mid Megazord will be available exclusively at Reebok.com/power_rangers beginning June 29, 2021. All remaining models in the Reebok x Power Rangers collection will be available at both Reebok.com/power_rangers and various additional retailers on June 29.

Currently, Power Rangers is celebrating 28 continuous years on the air, making it one of the longest-running kids’ live-action series in television history, with nearly 900 episodes aired to date.

Created by Haim Saban and launched in 1993 with Mighty Morphin Power Rangers, the franchise celebrates its 28th season, “Power Rangers Dino Fury,” currently airing on Nickelodeon in the US.

Opinion | Channel hopping: Netflix becomes latest global brand to adopt direct to consumer

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With Netflix becoming the latest global brand to adopt a direct to consumer model for its portfolio of licensed merchandise, consumer products, and original series brand extensions, industry insights and intelligence expert and seasoned market analyst, Utku Tansel takes a look at the ever-strengthening trend of tapping into the consumer directly

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Netflix’s announcement to unveil an online shop for show-themed licensed merchandise has definitely raised some eyebrows. The entertainment giant’s new platform will sell limited-edition show tie-in apparel, merch, and other collectables. Among the items that will make a debut this month are streetwear and action figures inspired by anime series Yasuke and Eden, as well as apparel and decorative items based on Lupin in partnership with the Musée du Louvre.

There are also other exclusive products in the pipeline which will leverage the licensing power of its popular titles such as The Witcher and Stranger Things. Furthermore, there will be a new Netflix logo-wear from Japanese fashion house BEAMS.

As the escalated streaming wars take their toll on the company, Netflix.shop, which was developed and launched with the e-commerce site Shopify, should provide a brand new revenue source, and will witness an expansion of a product line that already offers through partners like Walmart, Amazon, H&M, Sephora, Target, and others.

Now available in the US, Netflix’s new online is set to expand abroad over the coming months.                   

With its recent move, Netflix’s aims to ride on the rising popularity of Direct-to-Consumer (DTC) which has been one of the emerging retailing models in recent years. The ongoing pandemic has accelerated this considerably, prompting many companies to shift their models.

2020 saw a number of brands increase their focus and investment in developing their DTC offerings. Spending more time at home has undoubtedly encouraged more consumers to embrace DTC particularly in grocery and clothing. In the fashion space, VF Corporation (The North Face, Timberland) acquired Supreme. It was reported that over 60 per cent of the company’s revenue comes from its online operations, and VF announced a cornerstone of its strategy will be expanding the brand’s Direct-to-Consumer offering.

Meanwhile, in the toy industry, Hasbro and Mattel expanded their DTC operations in order to meet the growing demand for e-commerce.

As I investigated in my “Retail and E-commerce: The Impact of COVID-19 in the UK” Opinion piece previously, the COVID-19 pandemic has transformed shopping behaviour completely making a profound effect on the retail industry.

While COVID-19 continues to cause significant disruption to bricks and mortar retail, DTC is in a good place to be one of the headline trends for 2021. It is the preferred choice for many businesses and brands already as they increasingly become more agile, more authentic and produce more personalised products en masse.

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Utku Tansel has 17 years of success in driving global thought leadership, project and content management, delivering strategic business intelligence and actionable insight to major international companies, retailers and financial institutions.

With a solid market research background, Utku regularly writes for leading industry publications including ToyNews and Licensing.biz focusing on the most recent trends and developments.

A sought-after speaker, he also presented at world-renowned industry events including Licensing International Mind Mix Executive Conference, Hong Kong Toys & Games Fair, PlayCon, World Congress of Play, and Walmart Global Toy Summit highlighting key findings from the latest global research studies.

Pokémon GO creators partner with Hasbro and TOMY to launch Transformers AR game

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Niantic, the team behind the wildly popular AR game Pokémon GO, has teamed up with Hasbro and TOMY to develop a new augmented reality title based on the Transformers franchise.

Titled ‘Transformers: Heavy Metal’, the new game will see players battle with characters from the Transformers series in real world settings using the game’s AR features. Development on the title is being led by the Seattle-based studio Very Very Spaceship, using Niantic’s Lightship platform.

Transformers: Heavy Metal is scheduled to be released worldwide later this year.

“Transformers is the perfect franchise for AR. Battling and interacting with giant robots in the real world is an amazing experience,” said John Hanke, CEO of Niantic. “We want to live up to the high expectations of Transformers fans around the world and bring them a game unlike anything they’ve played before.”

In a statement issued on the Niantic website this week, executive producer, Phil Hong said: “In thinking about franchises that would be incredible to bring to life in AR, Transformers was a no-brainer.

“This will be a Transformers game unlike any other, an AR game where you’ll get to team up with the likes of Bumblebee and the Autobots in the real world, powered by the Niantic Lightship platform.

“We’ve been working super hard on this with Seattle-based Very Very Spaceship as the development studio. We’ll enter soft launch in select countries soon, and global launch is planned for later this year.”

IMG acquires Dubai’s 20too Licensing as it expands global licensing business

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IMG, a specialist in sports, events, fashion, and media, has acquired the Dubai-based 20too Licensing agency to further expand the global footprint of its licensing business.

Established in 2013, 20too Licensing manages consumer product development and brand extensions in the Middle East and North Africa for many of the world’s most popular entertainment and lifestyle brands, including NBCUniversal, Hasbro, The Smurfs, Sega, Smiley, the Discovery portfolio of brands such as Fatafeat, Food Network, Animal Planet and Discovery Channel.

The acquisition will bolster IMG’s presence in the MENA region, with 20too Licensing’s founder and CEO, Christian Zeidler becoming vice president of licensing at IMG, and he and his team moving into IMG’s Dubai office.

IMG represents some of the world’s most prestigious corporate trademarks and institutions, sports brands, teams and federations, fashion labels, lifestyle, media and entertainment properties, as well as major personalities. The agency executes strategic licensing programs for its clients through 25 offices located in major markets across the Americas, Europe and Asia.

Bruno Maglione, president of licensing at IMG, commented: “This is an exciting acquisition for our licensing business and ever-growing portfolio of prestigious clients. Christian and his team have built one of the MENA region’s most successful licensing agencies through creative, strategic brand ideation married to a deep knowledge of the region’s business environment and culture.

“His team will now have the full support and resources of the global IMG network and Endeavor infrastructure, and we in turn reinforce the reach and expertise of our unique licensing organisation.”

Zeidler said: “IMG is the universally recognised licensing industry powerhouse, and we are proud to become part of this extraordinary organisation. We look forward to leveraging their diverse experience and depth of resource with our specialised regional expertise to turbo-charge our activity on behalf of our clients in this region rich with ever-emerging new opportunities.”

Lifestyle brand HYPE partners with Hasbro to launch exclusive NERF capsule collection and accessories

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The popular lifestyle brand, HYPE. is continuing its collaborative efforts with global toy players, this time with the launch of a new capsule collection and line of limited edition blasters with Hasbro’s NERF franchise.

The 40-piece apparel and accessory kidswear collection boasts ‘all-over prints, reflective detailing, and unisex shapes for kids aged four to 14’ in a range that is designed for all genders while utilising NERF’s core colour palette of orange and blue. It’s a range that according to the firm, ‘cements NERF’s position in the fashion and lifestyle space.’

“We are delighted to be partnering with Hype on this much-anticipated fashion collaboration which supports our strategy to elevate NERF into a true lifestyle brand, for all genders,” saidSally Carnota, UK licensing director at Hasbro. “The collection showcases a blend of the Hype signature design with key NERF iconography and we are so excited for the launch.”

The range highlights HYPE.’s signature camouflage print with numerous NERF references, while boasting host of a graffiti-spray, galaxy space and gradient effects in t-shirts, crop tees, long-sleeved tees, hoodies, joggers, tracksuits, leggings and shorts. Meanwhile, the collection’s featured heat map print nods to thermal vision, displaying the inspiration behind the collection combined with additional features such as MA1 pockets, rip stop panels and pocket overlays.

In the accessories range, kids can stay hydrated with the reusable metal water bottles, designed with the collaboration’s core prints, with matching backpacks in HYPE.’s traditional shape and lunch boxes, finished with dart storage holders.

Alongside the collection, HYPE. x NERF have come together to gift a limited number of blasters designed in the heat map and graffiti prints, complete with co-branded darts to influencers and competition winners. These will not be available at retail.

The collaboration collection launches exclusively via HYPE.’s Shopping App, available on Android and Apple on May 27th 2021 and online at www.justhype.com and retailers around the world on May 28th 2021.