BLE 2013: Hasbro teams with Benetton for new fashion lines

Hasbro has inked a licensing agreement with Benetton Group to create My Little Pony and Transformers fashion collections.

The ranges will include apparel, footwear and accessories for kids and newborns and land at United Colours of Benetton store locations in 42 countries beginning in spring 2014.

Hasbro’s Transformers brand has become one of the most successful entertainment franchises of the 21st century. The Benetton collection will cast the heroic Autobots and the villainous Decepticons with a colorful “More then Meets the Eye” treatment that builds on the brand’s global momentum fueled by its films, television series, digital games and publishing works.

The fashion trend setter will also deliver a line of My Little Pony apparel celebrating the brand’s pop culture foothold driven by the top-rated My Little Pony: Friendship is Magic animated television series viewed globally in more than 170 countries and the 30-year heritage of the toy line.

“The collaboration between Hasbro and Benetton promises to take the My Little Pony and Transformers franchises to a new level of fashion and style,” said Simon Waters, SVP of Global Brand Licensing and Publishing at Hasbro. “We are constantly seeking new ways to raise the bar for our consumers in terms of how they engage with our brands and these collections will certainly deliver in a big way.”

In addition to Benetton, Hasbro has further anchored its global market position in the fashion segment through a new My Little Pony licensing agreement with Alice Vandy to bring on-trend retro apparel goods to retail shelves in fall 2013.

Several other cross-brand deals have also been struck and extended bringing a wide array of style and fun to the global market.

Smith & Brooks has signed on to create a kids wear line based on My Little Pony, Transformers, Furby and Mr Potato Head, while Somerbond will cater to the adult fan base with t-shirt and nightwear collections inspired by My Little Pony, Transformers, Hasbro Games and Action Man.

“The translation of Hasbro brands through fashion continues to hold incredibly deep appeal for consumers of all ages worldwide,” continued Waters. “Our core global franchises such as My Little Pony and Transformers, as well as long-time favourites such as Mr Potato Head, allow licensees to be incredibly imaginative and innovative in designing goods that allow fans to showcase their love of classic brands with what they wear.”

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