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Hasbro Teams with Maxx Group for EMEA

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

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.

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