Kids can stretch Darth Vader without breaking the toy. | Source: Hasbro/Character Options/The Toy Book

Stretch Armstrong, a brand of stretchy toys with a rich history, is now finding its way back to the U.S. The toy is being distributed in a partnership between industry big Hasbro and Character Options, who will be presenting the upcoming Stretch Armstrong line to U.S. retail buyers during the Los Angeles spring preview weeks beginning in late April. 

“It’s an exciting time for the Stretch brand, with partnerships in licensing and distribution taking it to the next level for many years to come,” says Jon Diver, Joint Managing Director at The Character Group. “Our 2024 collection, which will include further new licenses, will be showcased in LA.”

Stretch Armstrong had its start as a brand in the 1970s, a relaunch in the 1990s, and yet another relaunch in 2016. The toys are made of stretchable rubber that is designed to shrink back to its original shape, so kids can stretch the figures far without permanently damaging them. The figure brand has already been licensed with Star Wars as well as Transformers. It’s currently sold in more than 12 territories worldwide. 

“Fittingly, we’re stretching this brand from both ends to reach fans and engage consumers in new and exciting ways,” says Jess Richardson, Vice President, Global Toys & Games, Licensed Consumer Products at Hasbro. “This deal is a prime example of our Blueprint 2.0 in action by collaborating with strategic out-licensing partners to reignite the excitement of our beloved brands.”

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The Original Stretch Armstrong, Star Wars, and Transformers lines will be available on and through participating retailers. More information about the expansion of the line can be expected in the weeks ahead.