Hasbro, a leading toy and game company, has announced Merchantwise, a leading brand licensing and merchandising agency, as its new agent to represent its impressive portfolio of powerhouse brands in the Pacific region (Australia and New Zealand), effective immediately.

Merchantwise has been onboarded as Hasbro’s agency to manage all licensed partnerships in Australia and New Zealand, including Hasbro’s current partners like BlackMilk, Caprice, Peter Alexander, Cotton On and Smiggle. Under the deal, Merchantwise will handle merchandise across all categories, including softlines, hardlines and publishing, while continuing to grow Hasbro’s promotions and location-based entertainment (LBE) offerings.

“With a talented team of experts, Merchantwise is the perfect agency to help us amplify Hasbro’s beloved brands in the Pacific region,” said Marianne James, Senior Vice President of Global Licensed Consumer Products at Hasbro. “They understand our ‘Franchise-First’ strategy and are onboard to help us unlock the full potential of our iconic IP through unique branded experiences and merchandise. Through the team’s strategic and creative capabilities, we’re sure that fans in Australia and New Zealand will be able to engage their fandom in meaningful and unique ways.”

“We are honored to work with a behemoth in the toy and game space, which holds such an impressive portfolio of globally renowned properties like PEPPA PIG, TRANSFORMERS, DUNGEONS & DRAGONS, and more,” says Alan Schauder, CEO at Merchantwise. “Through our expanded relationship, we’re excited to help take Hasbro’s iconic franchises to the next level by leveraging our break-through creative and brand and management muscles.”