The iconic Lite-Brite toy is getting a special edition for the holiday season.
Hasbro teamed up with T-Mobile for a special edition of the classic toy that transforms the experience using 184 magenta lite pegs and a collection of wireless-themed templates.
The Lite-Brite T-Mobile Edition is produced by Basic Fun! under license from Hasbro and is available while supplies last. Offered through Cyber Monday for $19.99, the limited edition Lite-Brite celebrates T-Mobile’s 5G network and comes with colored pegs and traditional templates — 412 pieces in all — to carry the fun beyond the magenta-themed partnership.
“At Hasbro, we are constantly thinking of fun and creative new formats for old and new fans to connect and engage with our brands,” says Casey Collins, general manager and senior vice president, global licensed consumer products, Hasbro. “More than five decades later, we’re excited to keep the classic Lite-Brite brand alive through our collaboration with T-Mobile — known as the hip wireless service provider. With the T-Mobile Lite-Brite Edition, fans of all ages will be able to make their holiday festivities even brighter.”
The iconic Lite-Brite just went magenta in a new deal between @Hasbro, @TMobile, and @basicfuntoys. Get the scoop at the Toy Book and stay on the #pulseofplay! https://t.co/AYDxj59p8h pic.twitter.com/PaFSE9fmUe
— The Toy Book (@ToyBook) November 23, 2021
“Toying with the mobile industry — killing off annual service contracts, crazy-high international roaming fees, data buckets, etc — has always been at the heart of the Un-carrier. So who better to partner with than Hasbro — the name in toys — to come up with what I expect to be the holiday gift for 2021,” says T-Mobile CEO Mike Sievert. “I like to think the 7-year-old me would’ve had an even bigger smile creating a Lite-Brite airplane with magenta pegs.”
A limited number of Lite-Brite T-Mobile Edition boxes include a surprise “Magenta Ticket” — a Willy Wonka-style premium — that is good for what Hasbro and T-Mobile are calling the “5G Experience of a Lite-Time.” Up to four lucky winners each get an all-expenses-paid trip for two to an event of their choosing at one of three T-Mobile branded properties: T-Mobile Park in Seattle, T-Mobile Center in Kansas City, or T-Mobile Arena in Las Vegas. Each winner will also receive a T-Mobile 5G prize pack that comes with two new 5G smartphones with a free year of Magenta MAX and an HD flatscreen TV to pair with a free year of T-Mobile Home Internet service (and Netflix, included free with Magenta MAX).
In the spirit of giving, T-Mobile is using sales of this limited edition product to do some good this season.
“With our partner, Boys & Girls Clubs of America, we’re going to bring that ‘even bigger smile’ to thousands of Club kids and teens through toy drive donations in communities across the nation,” Sievert says.
Full details on the promotion can be found at t-mobile.com/5GLiteBrite.
