VEGAS 2011: Hasbro details partners and products - Licensing.biz

VEGAS 2011: Hasbro details partners and products

Portfolio includes lifestyle, fashion and consumables from Transformers, Battleship, Nerf, Playskool and Monopoly.
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Simon Waters, SVP, global Brand Licensing and publishing at Hasbro said: “Hasbro is driving innovation across all product categories and rapidly expanding and enhancing the way it approaches global licensing."

Hasbro can be found at booth 4446.

In Home Entertainment, Hasbro Family Game Night is available for the Wii from Electronic Arts. Ruckus Mobile Media have licensed Tonka Chuck & Friends for a new iPad story book app.

In fashion and lifestyle, Mad Egnine, Uniqlo and Hybrid has a variety of nostalgic Hasbro designs. Other fashion licensors include Oakley and New Era for baseball caps. ATM Acessories has also made Littlest Pet Shop bags and Reebok has licensed the Nerf boys brand. Elan Polo also offers Nerf branded footwear. KIDdesign has a Nerf Alarm clock and there are MP3 ear buds and portable speakers from PDP. In gaming Electronic Arts has made Littlest Pet Shop Nintendo DS games. IDW has licensed Transformers to make a series of comic books.

In the bedroom department Crown Craft has made My Little Pony bedding and dresser drawers while Carel has My Little Pony t-shirts to match. Sao Paolo has also licensed the brand to make Havaianas flip-flops. In Transformers, Sun City has pyjamas while Berkshire Character has underwear and socks. Leap Year Publishing has Playskool inspired learning and drawing craft and activity sets.

In t-shirts Mad Engine has created a “high-end” range using the Barrel of Monkeys, Clue and Mr Potato Head licences. Bio World has a Scrabble Wallet while Anzo USA has a Transformers themed Smartphone skin.

In the Kitchen, the Transformers brand has been spun into chocolate cookies and chocolate eggs from Nestle while Thermos has licensed the movie franchise and Littlest Pet Shop. Innovative designs are also using those two properties on notebook designs.

Kellog’s has made a Scrabble Junior Cheez snacks and Scrabble fridge magnets are also available from Pottery Barn. Bakery Craft has a Tonka Chuck & Friends cake.

Hasbro’s home goods program includes My Little Pony dental care from Church & Dwight Co, Littlest Pet Shop bubble bath from Accessory Zone and My Little Pony towels from Franco Manufacturing. In beauty Boston America has made Candy Land lip balms. For boys, there are Transformers bathrobes.

Waters adds: "We’re collaboratively working with licensees and retailers to build broad, compelling programs across key areas such as fashion, home and publishing, bringing to market the richest Hasbro-branded lifestyle product portfolio in the company’s history."

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