Hasbro x YuMe Toys

Hasbro Inc. entered into a multiyear licensing agreement with Maxx Group.

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.

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.