Just Play’s line of FurReal pets will launch globally in 2024. | Source: Just Play/The Toy Book

Just Play is extending its relationship with Hasbro.

Following the recent news that Just Play cooked up a deal to take over production of the Easy-Bake brand, the company inked a licensing agreement with Hasbro to create and market toys for the FurReal brand.

Jess Richardson, the Vice President of Global Toys & Games, Licensed Consumer Products at Hasbro expressed enthusiasm about the agreement.

“We’re excited to work with Just Play on another one of our beloved brands because of the confidence we have in the imaginative toy lines and rich experiences they’ve been able to create in this industry,” Richardson says. “We know they’ll do the same for FurReal with products that inspire new experiences for kids and their plush pets.”

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“FurReal is a brand that connects with children everywhere because of the magical interactions and emotional bond that Hasbro has brought to life in adorable pet plush,” says Sunny Lauridsen, Senior Vice President of Brand Strategy and Licensing at Just Play.

The FurReal brand has been around for more than 18 years, providing millions of children worldwide with an opportunity to learn about animals and pet care with toys that mimic the behaviors and mannerisms of both real animals and mythical creatures. The brand has sold more than 100 million pets with authentic animatronic features in more than 75 countries.

Just Play’s product line of interactive FurReal pets will launch globally in 2024.