Merchandise Licensing 

Hasbro to create first-ever themed indoor water park

Hasbro has teamed up with Imagine Hotels and Resorts to create the first-ever Hasbro-themed indoor waterpark and family resort. As per the association, Imagine will co-conceptualize, build, create and operate the resort. “We are thrilled to work with Imagine’s deeply experienced leadership team to bring Hasbro brands to life in exciting new ways,” said Casey Collins, senior vice president, consumer products, Hasbro. The theme park will feature themed rooms, indoor water attractions, entertainment and food, and beverage offerings. Hasbro’s portfolio of brands includes My Little Pony, Nerf, Monopoly, Mr. Potato…

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Merchandise Licensing 

Hasbro set to open first Nerf Experience in Singapore

Hasbro is set to launch the first-ever dedicated Nerf family entertainment center at the Marina Square shopping mall in Singapore. Referred to as Nerf Experience, the center is expected to come up in the second half of 2019. According to a report in the License Global, the deal was completed with Kingsmen, a communication design and production group in the Asia Pacific and the Middle East, via its indirectly wholly-owned subsidiary Nax Singapore Pte. The attraction will span 18,000 square feet on the ground level of the Marina Square shopping…

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Toy Licensing 

Hasbro, Saban sign definitive agreement; deal valued at $522 mn

Hasbro and Saban Brands have signed a definitive agreement valued at USD 522 million. According to a report in the Licensing Post, Hasbro will acquire a variety of Saban’s assets during the partnership. “Power Rangers is an iconic brand built on a heritage of great storytelling and merchandising with tremendous upside potential when fully executed across Hasbro’s Brand Blueprint,” Brian Goldner, chairman and chief executive officer, Hasbro was quoted as saying. In the years to come, Hasbro will own brands such as Power Rangers, My Pet Monster, Popples, Julius Jr.,…

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Event News 

LIMA to honour two industry executives to join the Licensing Hall of Fame this year

The International Licensing Industry Merchandisers’ Association (LIMA) has selected two industry executives to join the Licensing Hall of Fame this year. Elias Fasja-Cohen, chief executive officer and founder of Tycoon Enterprises and Brian Goldner, chairman and chief executive officer of Hasbro will be honoured at the annual LIMA Awards Ceremony that will be held on  May 22 during Licensing Expo 2018, in Las Vegas.   “LIMA is proud to honor these two outstanding game-changers in our industry who have lead their respective companies to exceptional levels of licensing excellence,” said…

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Character Licensing 

Hasbro launches first Transformers Autobot Alliance interactive exhibition in China

Hasbro has launched the first Transformers Autobot Alliance interactive exhibition in Chong Qing’s Shin Kong Place in China.The exhibition was earlier scheduled to open in December 2017 but was pushed back to January 2018 opening date. The Transformers Autobot Alliance exhibition is the result of a collaboration between Hasbro and Cityneon Holdings Limited, a global innovator in exhibitions. The initiative finds Transformers at the center of a walk-through attraction featuring familiar characters from the franchise such as Optimus Prime, Bumblebee and Windblade. It is the first of its kind to…

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Entertainment Licensing 

Paramount Pictures and Hasbro to collaborate on films

After a partnership deal, Paramount Pictures and Hasbro Inc. have decided to produce and distribute content-based films on Hasbro brands and original stories. The two companies will collaborate on live-action and animated films with Hasbro’s Allspark Pictures and will work with Paramount Pictures for development and production. The two will finance the projects at varying levels of investment while Paramount will distribute the projects produced during the five-year term of the deal worldwide. Paramount and Hasbro will also work together for TV programming. Earlier, Hasbro has partnered with Paramount  on five Transformers movies to date and two G.I. Joe films.…

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Brand Licensing 

Walt Disney Co. India signs 44 brand association deals for Star Wars

The Walt Disney Co. India has signed as many as 44 brand association deals for Star Wars: The Last Jedi, the eighth instalment of the 40-year-old franchise which opened to rave reviews across the world last week. The film is slated for release in India on 15 December. Brand experts in the know of the deals believe that two of the brands viz Chinese smartphone maker OnePlus and automaker Tata Motors have together spent Rs36 crore in acquiring the rights from Disney and carrying out brand promotion activities. The deal…

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Food & Drink 

Heinz Pasta teams up with Hasbro’s Play-Doh brand

Heinz Pasta has teamed up with Hasbro’s Play-Doh brand for a new on-pack promotion. The initiative offers the chance to win one of 50 Play-Doh Playful Pies play-sets every day over an eight week period, it has been reported.Packs will be available on shelves up until December 17. Limited edition labels on Heinz Pasta multipacks will feature the Play-Doh brand and characters. The campaign will also be backed on the Heinz UK website, as well as on the Play-Doh and Kraft Heinz social media channels. Craig Wilkins, marketing director at…

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Game Licensing 

Hasbro partners CoolGames to bring iconic board game on Facebook Messenger

Hasbro has partnered with CoolGames to bring the iconic board game to instant messaging platform Facebook Messenger. Users of the service will now be able to instantly challenge their friends to games as well as random opponents from around the world with CoolGames’ matchmaking system. “We’re excited that we could bring this iconic game, in close collaboration with Hasbro, to the largest social network in the world,” said Laurens Rutten, CEO and founder of CoolGames. “Enhanced by the many social and rich gameplay features that Facebook Instant Games offers, millions of new…

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Toy Licensing 

Mattel declines Hasbro’s takeover approach

Casting uncertainty over the potential combination of the world’s two largest toy companies, Mattel has declined Hasbro‘s latest takeover approach, it is understood. Mattel has informed Hasbro its proposal undervalues the company and does not take sufficiently into account the potential for regulators to reject the deal based on antitrust concerns. A strong ‘no’ from Mattel  indicates that Margaret Georgiadis who took over as the company’s chief executive in February, is seeking to drive a hard bargain in negotiations with Hasbro even though Mattel’s stock has significantly underperformed compared to…

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