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Hasbro Rolls Out Toy Licensing Announcements

by onJune 17, 2014

International toymaker Hasbro will be appearing at this year’s International Licensing Expo in Las Vegas with a few announcements of its upcoming licensing arrangements for its signature toy lines that include Transformers, My Little Pony and The Littlest Pet Shop. Among the announcements…


The Transformers brand celebrates the 30th Anniversary in 2014 with the June 27 release of the “Transformers: Age of Extinction” feature film from Paramount Pictures. Transformers merchandise will arrive on shelves as part of 20 new retail programs with 14 fashion collections and eight direct-to-retail deals with La Polar, Ripley’s and St. Jacks across Latin American territories.

In addition, the Transformers will also land on television screens this fall, on the Hub Network in the US, with the new season premiere of “Transformers Rescue Bots” as well as the new Hasbro Studios-produced animated series, “Robots in Disguise”, in which Bumblebee is summoned by Optimus Prime to save Earth from a new fraction of Decepticons.

More than 300 licensees will support the brand across all categories including apparel with companies like New Era Cap, home goods bedding from Franco and party goods license with American Greetings; IDW Publishing’s flagship Transformers comic book titles, “Dark Cybertron” issues will also be available bundled with Hasbro’s Transformers Generations Deluxe toy line. Digital entertainment by game publishers including Activision Publishing, Inc. will launch “Transformers: Rise of the Dark Spark” in June to coincide with the release of the movie next weekend. DeNA will release “Transformers: Age of Extinction” — The Official Mobile Game and later this year Jagex Games Studio will roll out “Transformers Universe”, the free-to-play Massively Online Tactical Action game.

Finally, Rovio Entertainment and Hasbro have teamed up to launch the next entertainment brand mash-up – “Angry Birds Transformers” – which is preparing to come to multiple platforms this fall with games and animation.



The “My Little Pony” franchise has had its popularity is boosted by the successful hit animated series “My Little Pony Friendship is Magic”, produced by Hasbro Studios and airing in 180 territories. The series will kick off its fifth season this fall in the US and in 2013, Hasbro successfully launched “My Little Pony Equestria Girls”. Hasbro will produce fashion dolls, playsets, and vehicles inspired by the new animated film set to debut this fall, “My Little Pony Equestria Girls: Rainbow Rocks”.

Fast food restaurant McDonalds will launch “My Little Pony”-branded Happy Meal programs in multiple countries across the globe this year. In addition, Hasbro has 30-plus publishing licensees worldwide producing more than 200 new publications in 2014 such as “The Journal of the Two Sisters”, “The Daring Do Adventure Collection”, and the “Friendship is Magic” Collectible Poster Book published by Little, Brown Books for Young Readers.


The popular “Littlest Pet Shop” animated television series, produced by Hasbro Studios, is entering its second season across Europe with Season 3 currently airing on the HUB Network in the US and on-deck for Europe in early 2015.

Hasbro will debut “Littlest Pet Shop” customizable style sets, figurines and over 140 new pets inspired by the animated series. Customization will also be featured in this summer’s new “Littlest Pet Shop” Your World integrated play app, which allows fans to bring their pet to life digitally by scanning the code included on each regular scale pet in the line. Fans can accessorize their pets and rooms of their pet shop and can also play a variety of fun activities and mini-games.


The NERF brand introduces the 2014 N-STRIKE ELITE blaster line, the NERF REBELLE brand for girls and the NERF Dog line will expand around the world featuring a variety of new fetch and retrieve toys.


In 2014, Hasbro has reached an agreement with Chilean retailer Cencosud to deliver a PLAY-DOH arts and crafts products including crayons, coloring pencils finger paints and stationary sets along with creative, entertaining, and educational books from Silver Dolphin. Hasbro also introduces the DOHVINCI art and design kits, an entirely new art experience featuring an all-new design compound and innovative Styler tool for kids 6-14. Creativity will pop off the page as kids create their own 3D art designs with this highly intuitive and unique creative experience. Pop your favorite color into the Styler and squeeze to easily create your own beautiful 3D art design that sticks to surfaces such as wood, glass, paper and more.


Hasbro is teaming up with Funko and launching the “MAGIC: THE GATHERING” Planeswalker figures for their popular Pop! Vinyl Figures and new Legacy Collection Action Figures lines.

The 2014 International Licensing Expo is held at the Mandalay Bay Casino in Las Vegas, Nevada, from June 17-19, 2014.

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