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First for Hasbro as toymaker launches new IP through children’s books

Hasbro is taking a new approach to launching IP to the children’s entertainment space, in a move to highlight the global toymaker’s versatility by tackling the kids’ books and publishing space.

Building upon its portfolio of brands, the entertainment powerhouse who as well as its dominant position in the toy marker, has taken on movie production and digital roll-out, has detailed the forthcoming publication of The Welcome Wagon: A Cubby Hill Tale – the debut picture book in the Cubby Hill publishing programme.

Cubby Hill has been in development at Hasbro for several years now, focusing on a community of bears, rabbits, hedgehogs and more in a world that celebrates inclusivity, imagination, and acceptance. The unique pivot for Hasbro here however, is that the brand will be introduced through publishing, with additional entertainment and product categories planned for future release.

to do so, Hasbro has partnered with Abrams Children’s Books, a publishing best known for its illustrated titles in the US, to launch Cubby Hill. The title will launch on March 3, 2020.

The Welcome Wagon will be digitally illustrated and will introduce readers to Cooper Cub, a curious young bear who notices a new family moving to the neighbourhood.

“Cubby Hill has been a labor of love for all of us here at Hasbro,” said Michael Kelly, VP of global publishing at Hasbro. “This is the first time Hasbro has introduced a new brand through books, and we’re excited to be working with Abrams and Cori on this amazing project.

“From the start, we could see that they embraced our vision for Cubby Hill and all it represents, and we simply cannot wait to share it with the world.”

Andrew Smith, senior vice president and publisher of Abrams Children’s Books, said: “We’re thrilled to be collaborating with Hasbro and award-winning storyteller Cori Doerrfeld on this unique opportunity to introduce the unforgettable world of Cubby Hill in a picture book with all the makings of an instant classic.

“Its themes of kindness, compassion, and civility are sure to resonate with today’s young readers and their parents.”

The deal for world rights was negotiated by Andrew Smith of Abrams Children’s Books and Michael Kelly of Hasbro. The books will be edited by Abrams Senior Editor Russ Busse.

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