Hasbro has commenced shipping directly from its South Africa subsidiary, allowing the firm to directly supply its South African toy retailers.

Hasbro strengthens global reach with South African debut

Global entertainment firm Hasbro has made its South African debut in a move to strengthen its presence in emerging global markets.

The move sees Hasbro commence shipping directly from its South Africa subsidiary, allowing the firm to directly supply its South African toy retailers and build its consumer base in the territory.

Previously, Hasbro’s products were distributed in South Africa by Prima Toys, however in its move to invest greater in emerging markets, has taken up the role of direct supplier to the country’s top ten toy retailers, frm specialists to mass retail giants.

“We are excited about being able to fully realise Hasbro’s offering in South Africa,” said Gavin Mansour, Hasbro business development manager, SA.

“Hasbro has along and proud tradition of creating the world’s best play experience for children and families around the world. Through our entry to South Africa, we can now share this tradition by supplying more Hasbro brands and opening up opportunities for localization.”

Hasbro has stated that local trade and industry players can now expect to benefit from the firm’s entry to the market, with steps taken by Hasbro including the intent to build its franchised and key partner brands, investing in its retail growth partners and creating engaging experiences at retail points.

“Driving growth in emerging markets is a key priority for Hasbro,” said roger Balser, Hasbro general manager, Middle East, Africa and distributor markets.

“In South Africa, Hasbro aims to significantly grow the business over the next three years by investing heavily in Hasbro’s local organizational structures and marketing, which should in turn grow the local branded toy market and Hasbro’s market share.”

Specifically, Hasbro will supply Toys R Us, Toy Kingdom. Toy zone, Toy Adventure, Aladdin’s, Lilliput Toys and the recently launched Hamley’s as well as Pick ‘n’ Pay, Shoprite Checkers, Game, Makro and CAN.

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