Hasbro has announced a multi-year agreement granting Maxx Group (Maxx) rights to a number of its most popular brands in EMEA markets. Driving for deeper consumer engagement, the deal includes hit licenses such as “My Little Pony”, “Power Rangers”, "Transformers”, “Nerf”, “Mr. Potato Head”, “Monopoly”, and more.
“Hasbro has a variety of intellectual properties that are loved on an international scale, and we look forward to putting premium products across numerous top brands in the hands of children and fans across Europe, the Middle East, and Africa,” says Michael Kwan, CEO, Maxx Group.
Maxx, via its award-winning toy brand YuMe Toys, will act as Hasbro’s plush toy sourcing partner, providing turnkey solutions that span the design, development, manufacturing, and distribution of high-quality, premium product lines to retail partners across the EMEA region.
Maxx will also assist in filling white space opportunities for feature toys, advent calendars, collectibles, stationery items, and other licensed products. The collaboration is designed to increase consumer engagement and revenue for both companies.
Recently Hasbro has appointed WildBrain CPLG as its new sub-representative in the Nordics, beginning January 1, 2020, and has now expanded WildBrain CPLG’s rights to include The Netherlands, Belgium and Luxembourg. Under the agreement, WildBrain CPLG will represent Hasbro’s Merchandise, Publishing, Promotions and short-term Location Based Entertainment business across both Benelux and Nordic regions.
"Hasbro has a variety of intellectual properties that are loved on an international scale"” Michael Kwan CEO, Maxx Group
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