NEW YORK 08: Hasbro unveils licensing plans

A host of popular brands are to be applied to entertainment, fashion and sports categories.
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Hasbro has announced its licensing programmes for global brands Gi Joe, Transformers, Trivial Pursuit, Littlest Pet Shop and Nerf at the Licensing International expo in New York.


The firm will continue to expand its Transformers line up, developing an animated television programming series called Transformers Animated with Cartoon Network.

Paramount Home Entertainment is also on board to release two Transformers Animated home DVDs this summer, while publishing deals are pending with Titan in the UK and Hemma in France.

IDW will also launch four digest-sized comic books targeting the younger audience and American Greetings will develop both stickers and greeting cards to ship this autumn.

In addition, apparel and footwear are also on the agenda, with more than 30 US and international deals signed and extended.


Hasbro is getting behind the live action film due out August 2009, haaving signed several licensing deals, with more in the pipeline.

IDW will create a comic book series and graphic novels. Under other pending deals, licensees will bring a number of G.I. JOE goods to market including graphic t-shirts, boys’ apparel, footwear, video games, electronics, children’s books, paper goods, room décor, social expressions, bikes, skateboards, and camping and fishing gear.


Hasbro aims to create Nerf into a global lifestyle property, with an apparel line from Fortune Fashions leading the way.

With the brand celebrating its 40th anniversary this year, other licensees on board include Electronic Arts with its Nerf ‘N Strike video game bundle for the Wii while agreements are still pending to create products in the categories of sports, publishing, electronics, seasonal, room décor, novelty and accessories.


EA is extending the popular girls’ toy line with video games for the Wii and Nintendo DS as well as PC.

Fashion Fortunes is marketing a graphic t-shirt line while Leeward International, Cooneen Textiles UK, Handcraft, Berkshire Accessories and TMI Australasia are on board to deliver sleepwear, underwear and socks.

In addition, Littlest Pet Shop bedding will be available from Franco in France and Zap in the UK. Watches and bags are also expected to hit shelves, along with 20 new book titles.

“Hasbro is pioneering the trend to extend classic and modern toy and board game properties to the entertainment sector,” said Lisa Licht, general manager, Entertainment and Licensing, Hasbro. “We are striking global, multi-year deals that allow our brands to live in worlds where consumers kick back, play and relax with movies, television, video games as well as sports.

“We’re also continuing to see an incredible demand for expressive fashion that helps define who you are, particularly in the area of graphic tees. Licensees and retailers alike have recognized that Hasbro’s unrivalled portfolio of properties provides the ultimate one-stop shopping solution to consumers’ insatiable appetite for pop culture infused apparel.”


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