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The partnership, along with others established with other clients in the region, will help the brand establish its footprint across apparel, accessory and footwear, and toy markets, among others.

Hoping to expand its staff throughout New York, Europe and APAC, the group, led by Commercial Director, Victoria Whellans, will focus on building long-term strategic partnerships for leading global brands across various topics.

The new offices are based in Singapore, Taipei and Seoul. The company has also expanded its Shanghai licensing team.

Under his new role, Wright will be responsible for the development of the company's proprietary brands and lifestyle portfolio, s well as the creation of new partnerships in the region.

The licensing agent will represent Hasbro’s merchandise, publishing, promotions, and short-term location-based entertainment business across Benelux, Nordic, CEE, and Turkey regions.