Painting Lulu teams with Hasbro for new physical-to-digital colouring books

The firm's portfolio will now include products featuring My Little Pony, Transformers Rescue Bots and Tonka.
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Painting Lulu has signed a multi- year licensing agreement with Hasbro for a new line of physical-to-digital colouring books.

The firm's portfolio will now include products featuring the My Little Pony, Transformers Rescue Bots and Tonka brands.

“Teaming up with Hasbro was an easy decision," said Shay Chen, founder and CEO, Painting Lulu.

“Hasbro has always been about great characters and captivating storytelling, and we are pleased to offer our audience an opportunity to engage with Hasbro's brands across multiple platforms.”

Samantha Lomow, senior vice president of Hasbro Brands, added: “Painting Lulu’s ground-breaking physical to digital colouring book experience aligns perfectly with Hasbro’s commitment to reaching a diverse, wide audience with our licensed product offerings.

“We’re thrilled that our characters will be brought to life in a whole new way.”

The Painting Lulu app is a container app that includes several coloring books, including Lulu & Friends and three licensed books, which are available for purchase within the app.

Other licensed properties will be integrated into the programme in the future.



Hasbro strengthens its brand leadership team with a double promotion

The move comes as the global toymaker looks to strengthen the activity across some of Hasbro’s leading brands such as My Little Pony, Transformers and the recently acquired Power Rangers, as well as its gaming portfolio that includes Monopoly, as well as Nerf, Play-Doh, Baby Alive and Furreal.

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