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Hasbro Unveils New Extensions

Hasbro is putting the spotlight on its range of top franchises this week at Brand Licensing Europe including Transformers, My Little Pony and more.

April 6, 2018

3 Min Read

New fashion and toy partnerships in the works for Transformers, My Little Pony and more.

Hasbro is putting the spotlight on its range of top franchises this week at Brand Licensing Europe including Transformers, My Little Pony, Monopoly, Littlest Pet Shop, Nerf, Play-Doh, Magic: The Gathering and Jem and the Holograms.

Hasbro continues to expand its presence throughout Europe with its lifestyle licensing portfolio focused on high-end apparel lines, as well as broad expansions within its licensed toy and game offerings.

The My Little Pony franchise will also get a boost in 2017 with the brand's first feature film, set to be produced by Hasbro's Allspark Pictures.

“Entertainment and immersive storytelling have been the driving force behind our powerhouse portfolio of franchise brands,” says James Walker, vice president, brand licensing, Hasbro Europe. “We’re proud to grow our licensing program across Europe by translating great entertainment into an incredible lifestyle lineup that allows us to bring our stories to life and engage consumers across multiple mediums including entertainment, publishing and even more branded experiences.”

At BLE, Hasbro will also unveil several new relationships with leading European licensees across fashion, toys and games including:

  • Fyodor Golan for Transformers: Following a line of My Little Pony womenswear, the Transformers will get the fashion treatment from U.K. designer Fyodor Golan, with a collection of high-end branded apparel that debuted at London Fashion Week in September.

  • Philipp Plein for Transformers: Following his line of Transformers-branded shirts for men earlier this year, Philipp Plein now translates the brand for women. The line of high-end dresses includes extravagant applications such as a Transformers character made of rhinestones.

  • Maria Escoté for My Little Pony: Catalan designer Maria Escoté is featuring the My Little Pony brand in her new fashion line, which will debut at Madrid Fashion Week in February 2016.

  • My Little Pony by Undiz: Featuring retro My Little Pony designs, the line of underwear and nightwear is currently being sold in over 100 Undiz stores and online.

  • Stretch Armstrong: The classic toy will once again be pulled to his limits by kids as Hasbro licenses global rights for its iconic toy brand to The Character Group. The new line of Stretch Armstrong classic toys will be released in summer 2016.

  • Action Man: As the brand celebrates its 50th anniversary in 2016, Hasbro has licensed Art + Science International to release five Action Man collector edition figures in June 2016. The range will feature the classic British infantrymen, the skier, the parachutist, the scuba diver and the footballer, each featuring accessories, gripping hands, realistic hair and Action Man's famous scar.

  • Stickle Bricks and Mr. Frosty: Under license from Hasbro, GP Flair will re-launche two classic brands in the U.K.–Stickle Bricks and Mr. Frosty. Starting in 2016, a new generation of children will be sticking, stacking and building their way to developing better dexterity and imagination with the Stickle Bricks brand, the perfect first construction toy for toddlers. GP Flair will also re-release the Mr. Frosty frozen slushy maker in 2016, which first became a household favorite when it debuted in 1980. 

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