Last month, The Toy Book exclusively revealed that The Loyal Subjects (TLS) and Hasbro inked a deal to revive numerous fan-favorite brands from the 1980s.
Now, the companies have shared additional details on the plans for M.A.S.K., Jem and The Holograms, R.O.M., Popples, Playskool’s My Buddy, and more. The news comes alongside the official word that former Hasbro exec Ben Montano and former Just Play designer Dina Al Rifai joined TLS earlier this year as Senior Vice President and General Manager and Creative Director, respectively.
Nearly two decades in the toy industry and 45 years of being a kid at heart has led me to this epic adventure. I am so fortunate to join alongside such amazing brand stewards, harnessing the vibes and soul of each brand in the portfolio and creating incredible toys that connect emotionally with generations of consumers. The collection of Hasbro brands that we have the incredible opportunity to reimagine is mind numbing.”
Montano will formulate strategies across the business while Al Rifai focuses on “driving product development into a new era with stronger appeal and richer experiences” for consumers.
Joining The Loyal Subjects as Creative Director feels like the ultimate adventure for an 80s baby. I'm thrilled to bring my passion and enthusiasm of toys to a group that so perfectly blends talent and imagination. TLS stands out in the toy world – we're not just another toy company, but a hub of boundless creativity where innovation knows no limits. I have no doubt that the TLS team will bring that magic back to life for a new generation of toy lovers, all while setting new standards for what's possible in the world of toys.”
Next year marks the 40th anniversary of M.A.S.K., Jem, and My Buddy, a trio of brands that were staples in the pages of The Toy Book during the mid 1980s, starting with the magazine’s very first print edition at Toy Fair New York in February, 1985.
“It has been very special to team up with TLS for this exciting multi-property deal. By working with a brand renowned for its innovation and dedication to quality, we are bringing new life to some of Hasbro’s most cherished heritage brands,” says Bradley Bowman, Senior Licensing Director at Hasbro. “This collaboration not only honors the rich legacy of these beloved properties but also promises to deliver exceptional and nostalgic experiences to fans old and new. We look forward to seeing these classic characters and stories reimagined with TLS’ unique touch.”
Walmart will debut Jem and The Holograms and Playskool’s My Buddy on February 1, 2025.
According to TLS, My Buddy is an 18-inch remake of the original while the 12-inch Jem dolls feature upgrades including the iconic theme song playing at the push of a button through the doll’s stand.
M.A.S.K. will follow in the summer with a range that replicates the originals with some modern upgrades while Popples and My Pet Monster return to toy departments next fall.
