Character Options, Hasbro Extend Stretch Armstrong Brand

Character Options and global branded entertainment company, Hasbro, have named new licenses and brand extensions for 2023 and 2024 for The Original Stretch Armstrong.  

Launched in the 1970s, relaunched in the 1990s and again in 2016, the toy is sold in more than 12 territories worldwide. It has sold more than 1.5 million units since its most recent reprise. 

“We’re thrilled to expand on our successful partnership with Character Options to help bring the Stretch Armstrong brand to new heights,” says Jess Richardson, vice president, global toys and games, licensed consumer products, Hasbro. “Fittingly, we’re stretching this brand from both ends to reach fans and engage consumers in new and exciting ways. This deal is a prime example of our Blueprint 2.0 in action by collaborating with strategic out-licensing partners to reignite the excitement of our beloved brands.” 

Character Options and Hasbro have strategically expanded the range by introducing third-party licensed collaborations; most recently, the duo has extended partnerships into the U.S. market with The Original Stretch Armstrong, Star Wars and Transformers lines available on Amazon.com. 

“It’s an exciting time for the Stretch brand, with partnerships in licensing and distribution taking it to the next level for many years to come,” says Jon Diver, joint managing director, The Character Group. “Our 2024 collection, which will include further new licenses, will be showcased in L.A. in April.”