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BLE 2011: Hasbro ramps up Nerf programme - Licensing.biz

BLE 2011: Hasbro ramps up Nerf programme

Universal Cycles on board to create bikes, helmets and other accessories.
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Hasbro has sealed a deal with Universal Cycles for skates, bikes, helmets and other accessories based on the Nerf brand.

The new outdoor recreational goods will expand the current line, which includes Nerf-licensed skateboards and scooters.

The Universal Cycles range will be sold exclusively at Toys R Us in Pan European markets beginning this month through spring 2012.

“Based on the success of the Nerf skateboards and scooters, Universal Cycles has already proven that it can create highly stylized and cool wheeled goods that hold great appeal to boys 12+,” said James Walker, VP of brand licensing and publishing for EMEA at Hasbro. “We fully expect the expanded line to be just as strong and are thrilled to be working exclusively with Toys R Us to roll out the new items this month.”

“We are very happy to be working with Hasbro on the Nerf range of wheeled product,” said Terry Pritchard, MD at Universal Cycles.

“The initial response from our present customer base has been very exciting and we look forward to developing the NERF wheeled range and seeking potential new customers going forward.”

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