Hasbro and STX will join forces to create toys and content for the stuffed toy brand.

North America–STX Entertainment has selected Hasbro to serve as the master global toy licensee for the UglyDolls franchise.

The agreement will see the combination of STX Entertainment’s content creation, marketing and distribution knowledge with Hasbro’s robust lineup of play experiences and entertainment.

“UglyDolls is a brand with deep history and tremendous equity, and we are thrilled to work with STX to bring the UglyDolls story to life in all new ways via rich storytelling and immersive play experiences,” says Samantha Lomow, senior vice president, Hasbro. 

Furthermore, the UglyDolls franchise is slated to kick off with an animated feature film in 2019 via STXfilms. The company’s other divisions (including STXtelevision, STXdigital and STXsurreal) will also release UglyDolls projects in the future.

“When Robert Simonds conceived of STX over three years ago, the idea was to build a global media company with entertainment properties that could seamlessly move across all platforms,” says Adam Fogelson, chairman, STXfilms. “In UglyDolls, we have exactly that–a universally appealing brand with the potential to reach a massive audience on every screen and experience, and a meaningful way into animation. It is incredibly exciting to take this next big step with a company of Hasbro’s global reach, experience and influence to bring the Uglyverse to longtime fans and new audiences."