CBS signs Hasbro for Star Trek toy line - Licensing.biz

CBS signs Hasbro for Star Trek toy line

New product to include Kre-o building sets in time for new film in 2013.
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CBS Consumer Products has signed up Hasbro to launch a toy line to support the new Star Trek movie sequel, which is due to hit cinemas in May 2013.

Leading the product offering will be a collection of Kre-o Star Trek building sets, featuring spaceships and characters from the franchise. In addition, Hasbro will also offer a line of role-play toys for fans to act out the saga, as well as select new figures.

"The Star Trek property is an entertainment giant known by millions across the globe and Hasbro is thrilled to be working with CBS Consumer Products to bring the franchise to life in toy form," said John Frascotti, chief marketing officer at Hasbro. "As a global branded play company, Hasbro delivers the best properties in a variety of formats to consumers around the world.

"We're excited to offer fans the opportunity to experience icons of Star Trek in exhilarating new ways with our Kre-o building sets, as well as with new role-play items and more."

Liz Kalodner, EVP and general manager of CBS Consumer Products, added: "Hasbro and Star Trek have always been known as innovative brands. Bringing them together in this new toy line will give fans of the entire Star Trek franchise new ways to experience the final frontier, including the first complete construction program."

Star Trek will be the third entertainment property to be featured in the Kre-o line. Hasbro introduced the range in 2011 with building sets featuring Transformers and will expand it further this year with Battleship.

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