Ahead of Licensing Expo 2022, TOMY International and Hasbro have inked an expanded partnership deal.
The two companies have been partners for decades — most notably on the Transformers brand — and now many top Hasbro brands will be incorporated into some of TOMY‘s proprietary brands. The deal takes advantage of category-specific and international opportunities where TOMY can extend brands, including G.I. Joe, Transformers, Power Rangers, Peppa Pig, and My Little Pony.
“Working with Hasbro to take these evergreen properties to new consumer bases is exciting for us,” says Morgan Weyl, managing director of licensing and global development, TOMY. “We have been working side by side to lend our expertise to these great entertainment brands and we continue to find great opportunities to bring TOMY magic to Hasbro fan favorites. These brands have staying power with today’s parents who were once obsessed with them as kids. We have all fans covered from feeding through kidult collectibles.”
- Peppa Pig will join TOMY’s Toomies line of bath toys and will be extended into an all-new line of infant and toddler toys for North America. TOMY and Hasbro renewed their licensing deal for Peppa Pig Aquadoodle products in the UK and France.
- Monster Treads Transformers will bring Optimus Prime and Bumblebee into the unique form factor later this year.
- TOMY’s STEAM-accredited Build A Buddy line of preschool vehicles will welcome Optimus Prime to its lineup in fall 2023.
- TOMY’s Club Mocchi- Mocchi- plush range welcomes My Little Pony, Power Rangers, and Transformers to the line.
- My Little Pony will be introduced into TOMY’s First Years toddler feeding line.
- Plans for G.I. Joe will be revealed at a later date.
The extensive range of TOMY x Hasbro collaborative products will begin hitting retailers in the Americas, EMEA, and ANZ this fall, with more products set to debut throughout 2023.
Register here for Licensing Expo to discover the thousands of IPs ready to license from more than 200 brands that span every product category imaginable. Registration is free, so do it today. Also, be sure to visit Adventure Media & Events in Booth No. B121 to pick up new issues of the Toy Book and the Pop Insider at the show!
