Maxx Group will become a toy licensee for Hasbro in EMEA.

License Global

January 31, 2020

1 Min Read
hasbroo.png

Hasbro has announced a multi-year agreement granting Maxx Group rights to a number of its brands. Driving for deeper consumer engagement, the deal includes licenses such as My Little Pony, Power Rangers, Transformers, NERF, Mr. Potato Head, Monopoly and more.

“Hasbro has a variety of intellectual properties that are loved on an international scale, and we look forward to putting premium products across numerous top brands in the hands of children and fans across Europe, the Middle East and Africa,” says Michael Kwan, chief executive officer, Maxx Group.

Maxx, via its toy brand YuMe Toys, will act as Hasbro’s plush toy sourcing partner, providing turnkey solutions that span the design, development, manufacturing and distribution of product lines to retail partners across the EMEA region. Maxx will also assist in filling white space opportunities for feature toys, advent calendars, collectibles, stationery items and other licensed products. The collaboration is designed to increase consumer engagement and revenue for both companies.

The news comes shortly after Hasbro expanded its deal with WildBrain CPLG to serve as its sub-representative in the Benelux region, which includes The Netherlands, Belgium and Luxembourg.

That deal sees WildBrain CPLG represent Hasbro's merchandise, publishing, promotions and short-term location-based entertainment business across the region.

About the Author(s)

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, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.

 

 

 

Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like