Just Play has announced a worldwide master toy licensing agreement with Hasbro for its EASY-BAKE brand. Just Play’s product line of EASY-BAKE ovens, baking sets and accessories are expected to launch at retail in select markets from 2024.

The EASY-BAKE Ultimate Oven toy, refill treat packs and recipes have been a pop-culture staple since their introduction in 1963 and continue to be among Hasbro’s top-selling items today. Over 50 years, more than 30 million EASY-BAKE brand ovens have been sold and more than 150 million mix refills have been used by bakers-in-the-making.

“We’re excited to welcome Just Play to our EASY-BAKE brand kitchen. As part of our Blueprint 2.0 strategy, Hasbro is focused on bringing classic brands like EASY-BAKE to licensed-out models so that we can unlock their full potential,” says Jess Richardson, vice president, global toys, games, licensed consumer products, Hasbro. “I’m confident that Just Play will do just that and mix things up for the EASY-BAKE brand by delivering innovative and tasty new products that will allow aspiring young bakers and makers all over the world to create delicious and beautiful masterpieces within the long-standing tradition of the brand.”

“It’s a real treat for Just Play to enjoy a multi-layered relationship with Hasbro and to be chosen to introduce the next generation to the iconic EASY-BAKE brand,” says Sunny Lauridsen, senior vice president, brand strategy, licensing, Just Play. “We look forward to serving up many years of EASY-BAKE brand creative food fun.”