Hasbro Announces New Licensing Deals at Las Vegas Licensing Expo – AwesomeToyBlog

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Hasbro returns to Las Vegas Licensing Expo (May 21-23, 2024) this year with a full slate of announcements alongside new and existing licensing partners.

Hasbro’s having a big year with it being a major milestone anniversary year for DUNGEONS & DRAGONS (50), TRANSFORMERS (40) and PEPPA PIG (20). They’re connecting fans of all ages through innovative toys and games, fresh collaborations, and premium entertainment. From dazzling fashion and footwear to home goods, music, digital gaming and more, Hasbro has something special for every type of fan, in partnership with our strong base of 1,800+ licensees across the globe.

Here’s are a selection of what’s new across their portfolio of brands:

Toys, Games & Collectibles

  • DUNGEONS & DRAGONS, MAGIC: THE GATHERING, MY LITTLE PONY & TRANSFORMERS x TeeTurtle (NA): Famous for their reversible plushies, TeeTurtle is giving Hasbro’s beloved brands its collectibles treatment through fun, soft and cute plushies based on DUNGEONS & DRAGONS, MAGIC: THE GATHERING, MY LITTLE PONY and TRANSFORMERS.
  • FURBY x Tara Toy (NA): Known for its blend of classic play patterns, trending ideas and the hottest licenses, Tara Toy creates unique activities and toys that bring fan-favorite characters to life. Following successful lines based on PEPPA PIG and MY LITTLE PONY, Hasbro has expanded its work with Tara Toy to develop seasonal and core product based on the iconic FURBY brand. Coming in 2025, the Tara Toy FURBY line will include a variety of colorful, textural and adorable arts & craft kits spanning paints, pompoms, jewelry and fabric/yarns to complement the ever-growing FURBY toy offerings.
  • TRANSFORMERS x Funko Pop! (Global): Funko’s TRANSFORMERS 40th Anniversary Pop! figures are here! Inspired by the beloved “Generation 1” era of the franchise, fans can add iconic TRANSFORMERS characters to their collection such as Optimus Prime, Megatron, Blaster, Astrotrain and Laserbeak. TRANSFORMERS 40th Anniversary Pop! figures will be available July 2024 at participating retailers.
  • TRANSFORMERS x Hot Wheels (Global): Rooted in action and adventure, the Hot Wheels® TRANSFORMERS line is kicking off with a never-before-seen collector item: Hot Wheels® TRANSFORMERS™ Optimus Prime. Available today, May 21, exclusively at Mattel Creations, the brand-new vehicle authentically recreates a 1:64 scale version of the Autobot leader in metal-on-metal material. This converting collector piece comes with full graphics on top of the red and blue Spectraflame™ paint and Real Riders® custom wheels. Later this summer, the line will evolve to include fan-favorite TRANSFORMERS characters across multiple Hot Wheels lines, including Bumblebee in the Hot Wheels Basic Singles Assortment, a Hot Wheels Silver Series collection of Autobots and Decepticons, and more characters like Megatron and Starscream in Hot Wheels Skate.

Fashion, Beauty/Grooming & Lifestyle

  • FURBY, MY LITTLE PONY & POPPLES x Dolls Kill (NA): FURBY, MY LITTLE PONY and POPPLES are stepping into the world of the free spirit, goth glam fashion brand, Dolls Kill. The supercool apparel and accessory collaborations will be available for purchase in June via the Dolls Kill website.
  • MY LITTLE PONY x Loungefly (NA): The leader in licensed pop culture apparel and accessories, Loungefly, is bringing their talents to the MY LITTLE PONY world through a range of varied accessory options so fans can channel their inner Pony.
  • TRANSFORMERS x Philips (APAC – China): For the first time, Philips is teaming up with TRANSFORMERS this year amid the franchise’s 40th anniversary to deliver professional men’s electric shavers. Debuting May 2024, the collection includes three electric shavers that are each themed to iconic TRANSFORMERS characters: Optimus Prime, Bumblebee and Megatron. Featuring the Autobots and Decepticon’s classic colors on the razor designs, the health technology products also deliver advanced shaving functionality that are engineered to last. Through Philips’ TRANSFORMERS shavers, men can add a splash of fun to their self-care routine.
  • TRANSFORMERS x RSVLTS (NA): TRANSFORMERS is set to ‘roll out’ a 40th anniversary inspired apparel collection from RSVLTS, the makers of conversation-starting apparel for people who want to literally wear their memories on their sleeve.

Music & Audio

  • Hasbro Presents: Transformers: Beast Machines (Global): Journey back to the cybernetic battlegrounds of Cybertron with the long-awaited release of the original soundtrack to ‘The Transformers – Beast Machines’ animated series which aired from 1999-2001. Crafted by the series’ composer, Robert Buckley, this electrifying album matches the same energy that fueled the iconic battles of the late ‘90s series. Unleashing a wave of nostalgia for fans of the series, this upbeat and dynamic soundtrack promises to reignite the passion, transporting them once more into the heart of the mechanical mayhem that defined an era. Listen to all 11 tracks now wherever you stream music!
  • Hasbro Presents: Transformers: Music from the Original Animated Series (Global): Celebrating the 40th Anniversary of TRANSFORMERS, immerse yourself in the newly remastered sound of ‘Transformers: Music from the Original Animated Series’ on vinyl. Remastered by Sony Music, this limited edition boasts 42 tracks, including the full soundtrack from the original 1984 animated series, along with two previously unreleased cues and a brand-new remix of the iconic theme song. Presented on high-quality colored vinyl and featuring exclusive artwork by Matt Ferguson, all housed in a stunning gatefold packaging manufactured by Memphis Record Pressing. Don’t miss out on this iconic collection, available July 26th.
  • PEPPA PIG x Audible (Global): Coming July 11th exclusively to Audible is PEPPA PIG’s Play-A-Long Podcast, the first release as part of a podcasting agreement between Audible and Hasbro. Building on the cherished legacy of PEPPA PIG, this podcast invites listeners into Peppa’s world with six episodes, each spanning 15 minutes. Voiced by Amelie Bea Smith as Peppa Pig, the podcast features Peppa and her pals in a mix of fun interactive games, outdoor adventures and even catchy sing-alongs with her sensational new band, The Piggy-Wigs.
  • Peppa’s Party: The Album (Global): Coming this summer, Peppa’s Party: The Album marks the fifth studio release from the beloved global preschool icon! Commemorating five years of musical success with a fresh pop vibe, this album boasts celebratory tracks, infectious dance numbers, and electrifying remixes. It’s the ultimate party soundtrack for families to groove to at home, in the car, and for all celebrations. With eight dynamic tracks, including a standout cover of Katy Perry’s “Roar,” the crowd-pleasing “Piggle Wiggle,” and revamped classics like “I am Peppa Pig,” these oinktastic tunes are bound to get everyone moving and singing along!

Digital Gaming

  • Hasbro x Nex Collaboration (Global): Nex and Hasbro expanded its collaboration to launch a new suite of interactive family games for Nex Playground console. Building on the success of the PEPPA PIG: JUMP & GIGGLE game launch on the Nex Playground last year, Nex and Hasbro are deepening their relationship to transform some of the most popular family board games of all time – HUNGRY HUNGRY HIPPOS, CONNECT 4 and CANDYLAND. HUNGRY HUNGRY HIPPOS: MOVE N’ MUNCH is the first in the suite of Hasbro games to launch, available on the Nex Playground. All games are suitable for ages 5 years and up and can be played individually or by up to four players, including players of different ages and heights.
  • MY LITTLE PONY: A ZEPHYR HEIGHTS MYSTERY (Global): Outright Games in collaboration with Hasbro launched the newest video game based on the iconic MY LITTLE PONY franchise with MY LITTLE PONY: A Zephyr Heights Mystery. The title follows Sunny, Izzy, Misty, Pipp, Zipp and Hitch on an open-world cooperative adventure set in the kingdom of Zephyr Heights, as they stop a strange magic from turning the world upside down. Developed by Drakhar Studio, MY LITTLE PONY: A Zephyr Heights Mystery is available for the Nintendo Switch, PlayStation 4, PlayStation 5, Xbox One, Xbox Series X|S and PC.

Location-Based Entertainment

  • TRANSFORMERS: The Ark Restaurant (APAC): The world’s first TRANSFORMERS-themed restaurant opened in Hong Kong last year to great success. Now, A La Carte Hong Kong Limited and Hasbro are bringing the stunning TRANSFORMERS: The Ark restaurant to Shanghai at the end of 2024. Similar to the first China location’s offerings, the mainland restaurant will offer premium fast-food dining, retail experiences and more inside a beautifully crafted building design based on the concept of The Ark, the large spaceship used by the Autobots in the TRANSFORMERS series.


  • CLUE, OUIJA and SCRABBLE x Mano’s Wine (NA – US): The skilled artisans of Mano’s Wine have teamed up with Hasbro to bring game night for consumers 21+ to the next level! Coming soon are limited-edition, handcrafted wine bottles and boxes based on some of Hasbro’s most iconic games: CLUE, OUIJA and SCRABBLE. Available online or at local retailers in the coming months, each box will include a promotional game version and a custom wine bottle.
  • D&D x Mythical Meats (NA – US): Mythical Meats has teamed up with Hasbro and Wizards of the Coast to create a line of snack sticks in celebration of DUNGEONS & DRAGONS’ 50th The collection will include 12 unique snack sticks themed after each class – perfect for sharing among the entire party as players fuel up for epic adventures. Mythical Meats DUNGEONS & DRAGONS snacks will be available online at MythicalMeats.com and Amazon this summer.
  • KOOSH x Arby’s (NA – US): Now through June 29th, when consumers purchase a kids’ meal at one of Arby’s 3,400 restaurants in the U.S., they will receive one of ten KOOSH collectible premiums. With a range of KOOSH balls that squirt water, flying discs and launchable discs, this promotion combines the fun of KOOSH with Arby’s fan-favorite chicken nuggets and roast beef sliders to fuel kids up for a day of play.
  • NERF x Sonic (NA – US): Sonic and Hasbro have joined forces for a kid’s meal promotion featuring NERF, the iconic active play brand. Now through June 23rd, when consumers purchase the Wacky Pack Kids’ Meal at one of Sonic’s 3,600 restaurants across the U.S., they will receive one of five NERF collectible premiums. This collection of water-based and launchable items – including flying discs and cups & straws that launch water like the NERF Super Soaker – brings NERF’s adrenaline-fueled active play to the quick-service meal space.
  • PEPPA PIG x British Swim School (NA – US & Canada): British Swim School, the North America’s premier “learn to swim” provider, and Hasbro have teamed up to teach the paramount importance of water safety for young children (ages 2-7 years old), combining education with fun through PEPPA PIG-themed activities and materials at 350 locations across North America. A dedicated week of lessons in May will be designated as PEPPA PIG Water Safety Week, where British Swim School locations will host themed lessons. Participants also have the opportunity to win a grand prize—an all-expenses-paid trip to the PEPPA PIG Theme Park in Florida, coupled with three months of free swim lessons at British Swim School. Additionally, five runner-up winners will receive one month of free swim lessons and a British Swim School and PEPPA PIG prize pack.

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