London, UK — Amuse Animation has entered an agreement with Hasbro’s entertainment studio, eOne to produce a digital-led animated series. The deal marks the toy company’s first collaboration with Amuse Animation, and their first ever original, direct-to-digital preschool project.

HASBRO QUOTE:

“In an ever-changing media landscape, it is clear that digital-born properties are winning the hearts of children and families around the world now more than ever before. Hasbro has long been at the forefront of innovation in play and entertainment, and this move into digital-first IP generation will allow us to build fandom by reaching our audience directly via YouTube and learning from their viewing behaviour in real-time,” commented Tom Hartley, VP of Digital Content at eOne / Hasbro. “With its strong positioning as a digital-first preschool animation studio and its rapid-response production, Amuse Animation is the perfect partner for this new endeavour.” 

AMUSE QUOTE:

“We are thrilled to be working with Hasbro eOne on their first foray into digital-led original animation content for preschool children. We hope our expertise in producing digital-led kids’ entertainment will contribute to Hasbro’s success,” added Jiella Esmat, Chief Revenue Officer of Amuse. Arthur Lener, CEO added, “As the kids audiovisual industry evolves, synergies between content and toy companies are growing stronger. As experts in the creation of audience-centric, high quality digital-first, we are looking forward to partnering with Hasbro and eOne to build the licenses of tomorrow; it is a huge milestone for us.”

A genuine maverick in the field of online content, Amuse Animation has produced over 30 self-funded original digital series aimed at entertaining kids, sparking curiosity, and promoting positive values, generating over 30 billion views in the process. The company is now developing three premium spin-offs based on top performing properties. The company has diversified to include a gaming studio that has generated 20+ million downloads and an audiobook studio. In addition to its production expertise, Amuse’s 2D and 3D servicing studio provides its partners with a generous 54% tax rebate from the Canaries’ government. The company has previously participated in the production of several global hits such as MOLANG, LOUIE and Nordic sensation TULIPOP.

About Hasbro

Hasbro (NASDAQ: HAS) is a global play and entertainment company committed to Creating the World’s Best Play and Entertainment Experiences. From toys, games and consumer products to television, movies, digital gaming, live action, music, and virtual reality experiences, Hasbro connects to global audiences by bringing to life great innovations, stories and brands across established and inventive platforms.  Hasbro’s iconic brands include NERF, MAGIC: THE GATHERING, MY LITTLE PONY, TRANSFORMERS, PLAY-DOH, MONOPOLY, BABY ALIVE, POWER RANGERS, PEPPA PIG and PJ MASKS, as well as premier partner brands. Through its global entertainment studio, eOne, Hasbro is building its brands globally through great storytelling and content on all screens. Hasbro is committed to making the world a better place for all children and all families through corporate social responsibility and philanthropy. Hasbro ranked among the 2020 100 Best Corporate Citizens by 3BL Media, has been named one of the World’s Most Ethical Companies® by Ethisphere Institute for the past nine years, and one of America’s Most JUST Companies by Forbes and JUST Capital for the past four years. We routinely share important business and brand updates on our Investor Relations website, Newsroom and social channels (@Hasbro on Twitter and Instagram, and @HasbroOfficial on Facebook.)

About eOne

Entertainment One Ltd. (eOne) is a talent-driven independent studio that specializes in the development, acquisition, production, financing, distribution and sales of entertainment content. As part of global play and entertainment company Hasbro (NASDAQ: HAS), eOne’s expertise spans across film, television and family programming. Through its extensive reach and scale, and a deep commitment to high-quality entertainment, eOne unlocks the power and value of creativity.

eOne brings to market both original and existing content, through a diversified network of creative partners and eOne companies.  

About Amuse Animation

Founded in 2016 by Arthur Lener, Amuse Animation is a boutique digital-first animation studio based in Las Palmas de Gran Canaria with offices in Paris, London and Beijing.  The company focuses on two primary business streams: incubating original IP’s created by the studio or in partnership with toy and content creators; and third party service work for 2D & 3D animation. Its catalogue of original productions – aimed at entertaining kids, sparking curiosity, and promoting positive values – comprises 30+ self-funded preschool properties in 25+ languages, three audio stories (Tom’s Garage, Super Truck, Shark Academy); and 13 gaming apps with 20+ million downloads and 680k+ monthly active users per app.