PlayMonster expands Hasbro partnership to bring Playskool brand to new generation

PlayMonster has expanded on its partnership with Hasbro in a new deal for its Playskool brand, that will see PlayMonster grow its preschool category in 2022 and beyond.

The two companies will work together to expand and broaden the iconic Playskool brand, bringing new ways to learn and play within the Playskool portfolio, while reimagining Playskool’s nostalgic brands to engage millennial parents and a new generation of kids.

Pillar brands in development will include Playskool Weebles, Playskool Glo Friends, Playskool Little Wonders, and The Original MagnaTab. The efforts will draw on the Playskool brand’s 90 year history in the toy and children’s sector, and research that indicates that Playskool retains a 94 per cent brand recognition among parents and families.

Sharing the brand’s values, PlayMonster plans to reintroduce key, iconic sub brands under the Playskool banner over the next several years, in a move that will ‘solidify PlayMonster in the preschool category.’

“I could not be more pleased about the continued and successful expansion of our partnership with Hasbro,” said Bob Wann, CEO of PlayMonster. “Preschool is a natural and strategic area of expansion for the company following our proven success in both the games and activities categories, and Playskool is a perfect brand to show off what we do best, bringing a fresh approach to universal, classic play.”

Casey Collins, general manager and SVP of global consumer products at Hasbro, added: “We’re beyond pleased to expand our work with PlayMonster and to introduce a stellar new line of Playskool toys that will delight both kids and parents.

“The talented team at PlayMonster has demonstrated great skill and creativity in working with nostalgic brands, and we are looking forward to what we see ahead for the line.”

The past year has marked significant momentum and growth for PlayMonster, with the recent acquisition of craft and activities leader Ann Williams Group, added strength in leadership, focused expansion in licensing and brand partnerships, a slate of successful new product introductions, and the expansion of its global presence with the rebrand of Interplay to PlayMonster UK pointing to the company’s continued commitment to growth and innovation.

This Playskool partnership will mark the third such licensing deal with Hasbro, following Spirograph in 2019 and the much-anticipated relaunch of KOOSH happening this month.

PlayMonster Playskool brands will be widely available across retail, starting early 2022.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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