Basic Fun! has an agreement in principle with Hasbro to license the iconic Tonka brand.

The Florida-based toymaker plans to relaunch Tonka at retailers next fall with a new collection of classic steel Tonka Trucks, die-cast vehicles, and plastic lights-and-sounds vehicles. Hasbro and Basic Fun! already have a long-standing licensing agreement in place that covers classic brands, such as Lincoln Logs, My Little Pony Classic, Lite-Brite, Pound Puppies, Tinker Toy, Koosh, Weebles, and more.

“Today’s kids are at risk of forgetting how to play with anything but a smartphone, which is why we are so thrilled to be taking on the iconic Tonka toy line that is all about going outside to play and encouraging kids to use their imaginations,” says Jay Foreman, CEO of Basic Fun! “Tonka has always been known for the biggest and best quality tough trucks and toy vehicles in the market, and we plan to make sure consumers know Tonka is the ‘go to’ brand in this category.”

Basic Fun! says that it plans to launch a full marketing campaign aimed at getting kids outside to play and have fun in the fresh air. The new products will have new and innovative elements but will say true to the classic “Tonka Tough” branding.

Tonka was created in 1946 by a gardening supply company in Mound, Minnesota, called Mound Metalcraft, which later became Tonka Toys Incorporated. Hasbro eventually purchased Tonka, and along with its licensees, has been producing new toys under the name since 1991.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.