Hasbro is planning a North American licensing program for its Playskool Baby brand, with the first products to arrive in 2018, says Hasbro’s Simon Waters. The program launched in Malaysia last fall using Hasbro characters such as Mr. Potato Head with licensees in infant apparel, teething rings and other products.

“The whole idea is it’s a collection and we will work all our characters through it,” says Waters. “It is our idea, but we are taking it to partners so they can put their touch on it.”

Meanwhile, Hasbro has landed the first of its licensing deals for the internally-developed Hanasuki property with Little Brown for publishing and expects to have apparel in place by mid-summer, says Waters. Hanasuki, originally scheduled for launch last fall, was released in January and has so far garnered 55 million views. “It is our first true digital release in which content is before product,” says Waters. “It is story first so lifestyle is a significant driver for us.”

Contact:

Hasbro, Simon Waters, General Mgr. and SVP Entertainment and Consumer Products,818-478-4804, simon.waters@hasbro.com