Rubies Adds Hasbro to Portfolio of Licenses

License agreement has Rubies returning as the sole dress-up licensee in EMEA for Hasbro.

License Global, Content Editor

April 29, 2024

1 Min Read
Hasbro x Rubies portfolio
Hasbro x Rubies portfolioHasbro, Rubies

Rubies is expanding its portfolio with the announcement of a partnership with Hasbro.

The license agreement will see Rubies returning as the sole dress-up licensee in EMEA for Hasbro, bringing to life franchises, including Transformers and Power Rangers.

The initial focus will be re-imagining designs from the Transformers and Power Rangers franchises to reflect popular classic and modern styles. The new costumes and accessory ranges will capture characters from both brands.

“We’re delighted to have Hasbro returning to work closely with Rubies as we expand our ever-growing range, with two of the biggest names in the toy market,” says Fran Hales, head, portfolio and marketing, Rubies. “These legacy brands have already made their mark on pop culture, but we couldn’t be happier to be bringing new costumes and accessories to fans globally, putting a fresh and unique spin on much-loved characters.”

“With Transformers turning 40 next year and Power Rangers having just celebrated its 30th anniversary in 2023, these beloved franchises carry rich history and continue to invite new fans to join in on the action,” says Marianne James, vice president, EMEA and Asia, licensed consumer products, Hasbro. “We are excited to reconnect with Rubies to deliver high-quality, stunning dress-up experiences for our fans in EMEA.”

Rubies licensed Transformers and Power Rangers dress-up is in the early stages of development and will be released this year.

About the Author

License Global

Content Editor, License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, France Licensing Day, Licensing for Retail, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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