The Weebles are about to wobble back to retail.
Wisconsin-based PlayMonster expanded its pact with Hasbro in a new deal to “reimagine” some classic preschool toys under the Playskool brand. Beginning next year, PlayMonster will grow its presence in the preschool aisles with Playskool Weebles, Playskool Glo Friends, Playskool Little Wonders, and The Original MagnaTab. The new deal is the third relaunch from PlayMonster and Hasbro following Spirograph and Koosh.
“I could not be more pleased about the continued and successful expansion of our partnership with Hasbro,” says PlayMonster CEO and Chief Play Monster Bob Wann. “Preschool is a natural and strategic area of expansion for the company following our proven success in both the games and activities categories, and Playskool is a perfect brand to show off what we do best, bringing a fresh approach to universal, classic play.”
Glo Friends is “a community of adorable, tiny, glow-in-the-dark bugs” inspired by the classic Glo Worm brand. Little Wonders are sensory playsets made from sustainable wood that feature pops of color, lights, sounds, and music. The Original MagnaTab is a Montessori-learning, sensory-based drawing tablet that uses magnets and a stylus to teach letters, shapes, and numbers in addition to engaging kids’ freedom of expression for open-ended freestyle drawing. Finally, the Weebles are the classic, roly-poly brand with the iconic tagline of “Weebles wobble but they won’t fall down” — character figures with kinetic action that have been around since the 1970s.
“We’re beyond pleased to expand our work with PlayMonster and to introduce a stellar new line of Playskool toys that will delight both kids and parents,” says Casey Collins, general manager and senior vice president of global consumer products at Hasbro. “The talented team at PlayMonster has demonstrated great skill and creativity in working with nostalgic brands, and we are looking forward to what we see ahead for the line.”
PlayMonster says that it plans to grow the preschool brand through the reintroduction of key sub-brands and new products in the years ahead.
In recent years, Hasbro has seen much success with growing its legacy brands through relaunches via strategic partners, such as Micro Machines with Jazwares and Tonka with Basic Fun!
2021 has already been a big year for PlayMonster, highlighted by its recent acquisition of Ann Williams Group and rebranding of Interplay as PlayMonster UK. Additionally, Wann is currently in the running for a spot in the Toy Industry Hall of Fame.
