Hasbro Inks Strategic Licensing Alliance With Worlds Apart Ltd.

Hasbro has announced that it has signed a strategic licensing agreement with Worlds Apart Ltd. to bring to the European market Hasbro-branded home and outdoor products including its popular Go Glow range. Under the agreement, Worlds Apart will design, manufacture and distribute products that turn children’s bedrooms into fun, immersive lifestyle experiences based on popular Hasbro brands, including: LITTLEST PET SHOP, MY LITTLE PONY, NERF and TRANSFORMERS.

“Worlds Apart has an outstanding reputation for delivering spectacular products that resonate and become ‘must haves’ with young consumers,” said James Walker, Vice President of Brand Licensing and Publishing for EMEA at Hasbro. “This strategic alliance will allow fans to engage with Hasbro properties in new and exciting ways throughout Europe in 2012 and beyond.”

Worlds Apart will develop a range of Hasbro-branded home and outdoor products including: beds, lighting, sofas, play tunnels, tents and a Go Glow range. The first wave of products is scheduled to arrive at retail in Spring 2012.

“We are delighted to be working with Hasbro on such a strong franchise portfolio with exciting content and activity supporting the brands,“ said Lucy Wynn-Jones, Licensing Director, Worlds Apart Ltd.

Hasbro Taps Character World To Develop Licensed Home Goods

Hasbro announced that it has signed a multi-year licensing agreement with Character World to bring to market Hasbro-branded bedding and textiles in the United Kingdom and Ireland.

The deal covers Hasbro’s core focus of My Little Pony, Littlest Pet Shop, Transformers and Nerf as well as a selection of popular vault brands.

“We are thrilled to bring such a strong lineup of globally popular Hasbro brands to the No. 1 licensed bedding and accessories company in the U.K.,” said James Walker, Vice President of Brand Licensing and Publishing for EMEA at Hasbro. “The new Hasbro range by Character World will offer many cool and stylish options for rooms and complete makeovers that will appeal to kids of all ages.”

“We are delighted and honoured by our new partnership with Hasbro, who are behind some of the world’s best loved toy brands such as TRANSFORMERS and MY LITTLE PONY,” said Danny Schweiger, Joint-Managing Director at Character World. “In this tough economic climate we are experiencing it makes perfect sense to forge a long-term, umbrella deal with Hasbro that provides huge benefits for both parties. There are some exciting franchises in the pipeline and our designers are looking forward to getting to work on the concepts.”

The Character World line featuring Hasbro brands will include items such as: duvets, fleece blankets, curtains, cushions, bean bag chairs, and sleeping bags. The initial product releases will focus on MY LITTLE PONY and TRANSFORMERS PRIME in early 2012 with other brands to follow.