Toronto, Canada —  Hasbro has awarded a worldwide licensing agreement to leading global children’s entertainment company Spin Master (TSX:TOY), for its classic Barrel of Monkeys game. Spin Master will innovate on the game to deliver new play experiences and introduce original formats while expanding retailer distribution leveraging its global footprint.

Originally created by Lakeside Toys in 1965, the fun and silly pick-up game for children ages 3+ challenges dexterity. Named one of the top 100 greatest toys by TIME Magazine, the simple gameplay of Barrel of Monkeys paired with the cheeky brand promise – “more fun than a barrel of monkeys”- stands the test of time with millions of games sold in close to 50 years.

“Barrel of Monkeys is just iconic, from the shape of the monkeys and instantly recognizable barrel to the classic pick-up play pattern,” said Adam Hyman, Spin Master’s Vice President of Marketing and Global Business Unit Lead, Games. “Our teams can’t wait to be in the monkey business and are ready to innovate all new ways to play while maintaining the integrity of the game’s classic design.”

“We are thrilled to work with Spin Master to help elevate one of our most beloved games, Barrel of Monkeys, and unlock new experiences that honor the original,” said Jess Richardson, VP, Global Toy & Game, Licensed Consumer Products at Hasbro. “We know Barrel of Monkeys is in good hands, alongside Spin Master’s award-winning portfolio, and we look forward to the exciting opportunities that lie ahead for this classic brand.”

The licensing agreement commences January 1, 2024 with Spin Master’s Barrel of Monkeys games expected to launch Spring 2024.

About Hasbro

Hasbro is a global branded entertainment leader whose mission is to entertain and connect generations of fans through the wonder of storytelling and exhilaration of play. Hasbro delivers engaging brand experiences for global audiences through gaming, consumer products and entertainment, with a portfolio of iconic brands including MAGIC: THE GATHERING, DUNGEONS & DRAGONS, Hasbro Gaming, NERF, TRANSFORMERS, PLAY-DOH and PEPPA PIG, as well as premier partner brands.

Hasbro is guided by our Purpose to create joy and community for all people around the world, one game, one toy, one story at a time. For more than a decade, Hasbro has been consistently recognized for its corporate citizenship, including being named one of the 100 Best Corporate Citizens by 3BL Media, one of the World’s Most Ethical Companies by Ethisphere Institute and one of the 50 Most Community-Minded Companies in the U.S. by the Civic 50. For more information, visit corporate.hasbro.com.