HTI to relaunch Tonka

Firm signs deal with Hasbro for new Tonka Town line, plus update of classic brand.
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Hasbro is joining forces with toy company HTI for the relaunch of the classic Tonka brand.

A new segment called Tonka Town will be reintroduced, including modern vehicles, play-sets and characters. The new line will expand beyond construction with emergency service themes.

In addition, the company will unveil Tonka Classic, with the original line of steel trucks getting a makeover.

Andrew Coplestone, licensing director at the HTI said: “Securing this deal further strengthens the company’s long term strategy to build its international business using evergreen brands that we believe will deliver steady and sustainable growth.”

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The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.