Hasbro Partners with Character World

Hasbro has partnered with Character World for Hasbro-branded bedding and textiles in the U.K. and Ireland. Initial product releases will include My Little Pony and Transformers Prime early next year, with more properties to follow.

The deal covers Hasbro’s core properties of My Little Pony, Littlest Pet Shop, Transformers and Nerf, as well as a selection of popular vault brands. The line will include duvets, fleece blankets, curtains, cushions, bean bag chairs and sleeping bags.

“We are thrilled to bring such a strong lineup of globally popular Hasbro brands to the No. 1 licensed bedding and accessories company in the U.K.,” says James Walker, vice president of brand licensing and publishing for EMEA at Hasbro.  “The new Hasbro range by Character World will offer many cool and stylish options for rooms and complete makeovers that will appeal to kids of all ages.”

“We are delighted and honored by our new partnership with Hasbro, who are behind some of the world’s best loved toy brands such as Transformers and My Little Pony,” says Danny Schweiger, joint-managing director at Character World.  “In this tough economic climate we are experiencing it makes perfect sense to forge a long-term, umbrella deal with Hasbro that provides huge benefits for both parties. There are some exciting franchises in the pipeline and our designers are looking forward to getting to work on the concepts.”