Henson Pegs Hasbro for "Sid the Science Kid" Master Toy Deal

Worldwide toy maker Hasbro has been granted a four-year master toy and games license by The Jim Henson Company for its animated educational series "Sid the Science Kid."

The new toy line developed by Hasbro is expected to arrive on retail shelves fall 2009. Further details on the merchandise have not been released.

"We are already seeing a demand for innovative and engaging product for 'Sid the Science Kid' from parents and kids who have embraced this exciting new show," says Melissa Segal, senior vice president of global consumer products for The Jim Henson Company. "We are confident that Hasbro's Playskool brand will bring toys to our audience in a creative and meaningful way that will celebrate and expand Sid's world."

"Sid the Science Kid" is geared toward preschoolers and airs on PBS Kids. The Jim Henson Company is currently in production on 40 new episodes for the series.