Hasbro Launches ‘Hanazuki’ Brand

Hasbro has launched a new story-driven lifestyle brand and digital animated series, titled “Hanazuki Full of Treasures.”

April 6, 2018

Character-inspired lifestyle brand launches with nine digital episodes with an extensive toy line slated for June.

Inspired by Amsterdam artists Niko Stumpo and Hanneke Metselaar’s original character creations, the “Hanazuki” brand will include a robust consumer product offerings including an app, which is slated to launch in April, as well as an extensive toy line featuring more than 175 collectible treasures and figures, plush items and Bluetooth-enabled wearables.

The brand’s first toy line is expected to launch in June at select retailers and nationwide in August.

“We couldn’t be happier that our beloved Hanazuki inspired Hasbro to further develop the colorful cast of characters and create such a unique and dynamic new world full of surprises and magical mayhem,” says Stumpo and Metselaar. “It’s been incredible to see Hasbro evolve the ‘Hanazuki’ brand into so much more through vibrant storytelling, toys and beyond.”

Meanwhile, “Hanazuki Full of Treasures,” produced by Hasbro Studios

in collaboration with Titmouse Studios, will follow the adventures of Hanazuki as she discovers she possess a great power, which is revealed when she expresses her many moods and may be the key to saving the entire galaxy from a mysterious dark force. As she explores her lunar world, Hanazuki will meet strange characters along the way, including Hemkas and Little Dreamer, among others.

The series will feature 27 11-minute animated episodes, which will be released throughout the year and timed to the full moons.

The first nine episodes are now available via the Hasbro YouTube page and “YouTube Kids” app.

“In working closely with Niko and Hanneke, we were inspired by the spirit of Hanazuki and identified her as a strong, multidimensional and relatable heroine,” says Samantha Lomow, senior vice president, Hasbro Brands. “Within her effervescent world, we’ve developed a unique story that encourages audiences to embrace their ever-changing emotions and celebrate them in a uniquely empowering way. We know audiences will fall in love with Hanazuki and her magical and eccentric world.”