Under the new deal, Maxx has the rights to create products based on several of Hasbro’s most popular brands across the EMEA region. Maxx’s YuMe Toys will serve as the plush toy sourcing partner for Hasbro across licenses including Power Rangers, NERF, My Little Pony, Transformers, Monopoly, Mr. Potato Head, and more.
“Hasbro has a variety of intellectual properties that are loved on an international scale, and we look forward to putting premium products across numerous top brands in the hands of children and fans across Europe, the Middle East, and Africa,” says Michael Kwan, CEO, Maxx Group.
YuMe will work on the design, development, and manufacturing of product lines to be distributed to retail partners throughout the region. The company will also assist Hasbro with additional white space items including feature toys, advent calendars, collectibles, stationery items, and other licensed products.
The new Hasbro product line from YuMe is on display at the 71st Spielwarenmesse through Feb. 2.
Maxx/YuMe will also exhibit its new collection in booth No. 2553 at Toy Fair New York, taking place from Feb. 22-25 at the Jacob K. Javits Center.
Click here to view the Toy Book‘s full coverage of Toy Fair New York.