Hasbro wasn’t kidding when it said that it would lean into outbound licensing as part of its Blueprint 2.0 strategy.
The company’s Easy-Bake brand has a new home with Just Play as part of a new, global master toy licensing agreement. Under the newly baked deal, Just Play will create a full line of Easy-Bake ovens, baking sets, and accessories that will launch at retail in select markets beginning in 2024.
“It’s a real treat for Just Play to enjoy a multi-layered relationship with Hasbro and to be chosen to introduce the next generation to the iconic Easy-Bake brand,” says Sunny Lauridsen, senior vice president of brand strategy and licensing at Just Play. “We look forward to serving up many years of Easy-Bake brand creative food fun.”
Since its launch in 1963, the Easy-Bake Ultimate Oven toy has been an icon, consistently ranking among Hasbro’s bestselling toys.
“We’re excited to welcome Just Play to our Easy-Bake brand kitchen. As part of our Blueprint 2.0 strategy, Hasbro is focused on bringing classic brands like Easy-Bake to licensed-out models so that we can unlock their full potential,” says Jess Richardson, vice president, global toys and games, licensed consumer products at Hasbro. “I’m confident that Just Play will do just that and mix things up for the Easy-Bake brand by delivering innovative and tasty new products that will allow aspiring young bakers and makers all over the world to create delicious and beautiful masterpieces within the long-standing tradition of the brand.”
According to Hasbro, more than 30 million Easy-Bake Ovens have cooked up more than 150 million mix refills over the past 50 years.
In recent years, Hasbro’s brand portfolio has seen extensions throughout the toy and game aisles thanks to partnerships with companies including Basic Fun!, Funko, Super7, The Op, and more. Additional licensing partnerships will be revealed in the months ahead.
