Hasbro named master toy licensee for UglyDolls

The new partnership between Hasbro and Styx will see new UglyDolls products brought to the toy space in 2018.
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Media company STX Entertainment has partnered with Hasbro, naming the firm master toy licensee for its UglyDolls franchise.

The agreement combines STX’s content creation, marketing and distribution expertise across all platforms with Hasbro’s commitment to creating engaging play experiences and entertainment.

“When Robert Simonds conceived of STX over three years ago, the idea was to build a global media company with entertainment properties that could seamlessly move across all platforms,” said Adam Fogelson, chairman of STXfilms, as division of STX Entertainment. “In UglyDolls, we have exactly that – a universally appealing brand with the potential to reach a massive audience on every screen and experience, and a meaningful way into animation. It is incredibly exciting to take this next big step with a company of Hasbro’s global reach, experience and influence to bring the ‘Uglyverse’ to longtime fans and new audiences." 

“UglyDolls is a brand with deep history and tremendous equity, and we are thrilled to work with STX to bring the Uglydolls story to life in all new ways via rich storytelling and immersive play experiences,” added Samantha Lomow, senior vice president, Hasbro. 

Created in 2001 as a plush toy line by David Horvath and Sun-Min Kim, the Uglydoll brand quickly gained a cult following around the world and in 2006, was named Toy of the Year by the Toy Industry Association.

“Our roots are deeply intertwined with a profound love for the toy industry,” said David Horvath of Pretty Ugly, LLC. “We’ve been fans of Hasbro’s toy lines for ages, and are great admirers of their creativity and aesthetic sensibility. We are absolutely thrilled to be working with Hasbro and STX Entertainment on the UglyDolls franchise.”

The global master toy deal between STX Entertainment and Hasbro was brokered by Stephanie Sperber at White Space Entertainment.

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