Hasbro Appoints Maxx Group as Toy Licensee for EMEA Markets

Hasbro Maxx

Hasbro, Inc. has announced a multi-year agreement granting Maxx Group (Maxx) rights to a number of its most popular brands. Driving for deeper consumer engagement, the deal includes licenses such as My Little Pony, Power Rangers, Transformers, Nerf, Mr. Potato Head, Monopoly, and more.

Maxx, via its toy brand YuMe Toys, will act as Hasbro’s plush toy sourcing partner, providing turnkey solutions that span the design, development, manufacturing, and distribution of product lines to retail partners across the EMEA region. Maxx will also assist in filling white space opportunities for feature toys, advent calendars, collectibles, stationery items, and other licensed products. The collaboration is designed to increase consumer engagement and revenue for both companies.

“Hasbro has a variety of intellectual properties that are loved on an international scale, and we look forward to putting premium products across numerous top brands in the hands of children and fans across Europe, the Middle East, and Africa,” said Michael Kwan, CEO, Maxx Group.

The YuMe Team is previewing Hasbro’s new product line at the Nuremberg Toy Fair this season. For a sneak peek at the product range, visit Nuremberg Toy Fair/Hall 1, B-19 .