PlayMonster details product extension plans for Hasbro’s heritage Koosh brand

PlayMonster has secured a new deal with Hasbro to bring its 35 year old toy brand, Koosh, to retail next autumn, as the firm continues its plans to expand its global business. Under the new deal, PlayMonster will ‘amplify the Koosh brand’ to bring the active toy to new audiences through line extensions and with a dynamic marketing roll-out.

In addition to the original Koosh ball, the new PlayMonster line will feature additional SKUs for active indoor and outdoor play, including Koosh Woosh, Koosh Paddle, and Mondo Koosh. 2021 will mark somewhat of a revival year for the Koosh brand that first launched onto the scene in 1986.

“Koosh is set to be the Play All Day brand that lives in the hands and homes of kids everywhere,” said Tim Kilpin, president of PlayMonster. “As we continue to expand our relationship with Hasbro, we are excited to be going into a new category and extending a powerful, nostalgic brand that is widely known and loved by consumers of all ages.”

Casey Collins, general manager and SVP of global consumer products at Hasbro, added: “We’re thrilled to work with PlayMonster to introduce the Koosh brand to a new generation.

“The talented team at PlayMonster has a proven track record of tapping into nostalgia while innovating classic brands in response to how kids play today. We’re excited for people of all ages to experience all that Koosh has to offer next year.”

Part of PlayMonster’s mission to build brands and franchises that uniquely interpret and innovate classic play, the new Hasbro deal and Koosh launch further demonstrate the company’s growth and expansion into new categories and partnerships.

Nominated for three 2021  TOTY Awards, the past year has marked significant momentum for PlayMonster, including the acquisition of Kahootz Toys, the appointment of industry veteran Tim Kilpin to the role of president, leading the growth of classic play through pandemic challenges and the success of this year’s new product introductions including Snap Ships, Break In and Drone Home.

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