Hasbro Taps Just Play as FurReal Master Licensee

Toy company markets interactive, animated pet line.
License Global

January 24, 2023

FurReal logo.
FurReal logo. Hasbro

Just Play

has announced a worldwide master toy licensing agreement with


for its Furreal brand. Just Play’s FurReal pets product line will launch globally in 2024 with a new collection of interactive pets.   

 “We’re excited to work with Just Play on another one of our beloved brands because of the confidence we have in the imaginative toy lines and rich experiences they’ve been able to create in this industry,” says Jess Richardson, vice president, global toys and games, licensed consumer products, Hasbro. “We know they’ll do the same for FurReal with products that inspire new experiences for kids and their plush pets.”  

With authentic animatronic features that mimic the mannerisms and behaviors of real animals and mythical creatures, the FurReal brand has sold more over 100 million pets in more than 75 countries. 

“FurReal is a brand that connects with children everywhere because of the magical interactions and emotional bond that Hasbro has brought to life in adorable pet plush,”

says Sunny Lauridsen, senior vice president, brand strategy and licensing, Just Play. “We’re thrilled that Hasbro is passing the torch to us to continue this incredible legacy of innovation in pet and nurture play.”

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