Toy giant also signs publishing agreements for Transformers and My Little Pony.

VEGAS 2013: Hasbro strikes several deals including Nerf Dog

Hasbro has signed a plethora of deals at the 2013 Licensing Expo in Las Vegas.

It’s announced a strategic licensing programme with Gramercy Products to launch NERF DOG, a full range of Nerf-inspired canine retrieving toys.

They will launch in the US in Walmart stores this summer, followed by pet specialty stores in autumn.

The Nerf Dog retrieving toys – including a long distance ball thrower that can propel a toy up to 250 feet – feature extra tough Nylon construction and stitching. The toys will be priced from $5 to $15.

“Nerf Dog is a great example of Hasbro’s strategic approach to marrying the sports action category with key brands like Nerf” said Simon Waters, Senior Vice President, Global Brand Licensing & Publishing at Hasbro.

Elsewhere, Hasbro, has signed publishing agreements with becker&mayer and IDW Publishing, and reached an agreement in principal with Little Brown Books for Young Children, to publish gift books based on the TRANSFORMERS and MY LITTLE PONY brands.

Books will begin to arrive into the marketplace for the summer/winter season.

“With both brands gearing up celebrations for their 30th anniversaries, it is the perfect time to celebrate the magic and excitement of both brands with the publication of very special books that will appeal to fans of all ages, whether they’ve been with us for 30 years or 30 minutes,” said Michael Kelly, Director of Global Publishing at Hasbro. 

Hasbro-branded collectable books in the works include Transformers 30th Anniversary Comic Collection by IDW Publishing, Transformers: The Ultimate Pop-Up Universe by Little, Brown and Company and Transformers Covenant of Primus by 47North & becker&mayer.

Then there’s The Elements of Harmony: Friendship is Magic: The Official Guidebook by Little Brown Books for Young Readers and the Mini Pony Collector’s Guide by Little Brown Books for Young Readers.

The books will arrive on shelves soon with an approximate price range of $17 to $99. 

Hasbro also announced that it has signed a new direct-to-retail agreement with multinational retailer Cencosud S.A. to bring a full line of PLAY-DOH-licensed merchandise to 150 store locations throughout Chile and Peru this summer.

Items will include school supplies, arts and crafts, activity books and stationery.

Brazilian apparel retailer LEADER has also extended its relationship with Hasbro to expand the Transformers, My Little Pony and Littlest Pet Shop lines into categories such as footwear and accessories this holiday season.

Other brands at Hasbro’s Licensing Expo stand include MAGIC: THE GATHERING, MONOPOLYand FURBY.

“Hasbro is executing a highly focused and aggressive plan to extend its brand franchises in ways that are engaging for consumers worldwide,” said Simon Waters, Senior Vice President, Global Brand Licensing and Publishing at Hasbro.

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