China Toy Fair


Hasbro Revs Up Its Licensing Programs

The Entertainment & Licensing (E&L) division of Hasbro, Inc. has announced a slate of licensing programs to support its brands, including Transformers, Nerf, Littlest Pet Shop, My Little Pony, Monopoly, and Playskool.

Hasbro, in association with DreamWorks Pictures and Paramount Pictures, will debut Transformers 3 on July 1, 2011. The company’s licensees for the Transformers brand include comic books from IDW (U.S.), digital games from Activision (worldwide), and more.

Hasbro is also teaming up with Universal Pictures to bring Stretch Armstrong and Battleship to the big screen in summer 2012. Universal will also produce films based on Hasbro’s Monopoly, Candy Land, and Ouija. Theater release dates have not been announced.

Hasbro recently reached an agreement with The Sports Licensed Division of the adidas Group for a NERF-inspired apparel and footwear line (deal is still subject to the companies negotiating and has yet to be signed into a binding license agreement). Additionally, Electronic Arts has signed on for NERF digital gaming (worldwide), SDI Technologies has inked a deal for NERF electronics (U.S.), and Performance Design Products will create NERF digital gaming hardware accessories (worldwide).

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Twilight Star Casted in 3-D Stretch Armstrong Movie

Universal Pictures has announced that Twilight star Taylor Lautner will play the title character in the studio’s upcoming movie based on Hasbro’s popular toy Stretch Armstrong. The Stretch Armstrong movie, which will be in 3-D, is set to be released in 2012.

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