Licensing News

TOMY and Hasbro Expand Partnership and Bring Beloved Franchises to New Territories

TOMY Hasbro

In the lead-up to the 2022 Las Vegas Licensing Expo, TOMY International announces they have collaborated with Hasbro to take brands like Peppa Pig, Transformers, and My Little Pony to new platforms, territories, and age ranges.


TOMY and Hasbro are historical partners and are now strategically expanding the portfolio where the TOMY expertise and geographies could serve the popular properties. New developments reaching the Americas, EMEA, and ANZ are:


· Peppa Pig’s collaboration with the TOOMIES line. TOMY will not only expand distribution of its amazing bath toy line in North America, but will also use its expertise to develop a brand-new segment of innovative infant/toddler toys.


TOMY and Hasbro also renewed their Peppa Pig collaboration on Aquadoodle in the UK and France.


Transformers, Power Rangers, and GI Joe will be brought to life across several proprietary TOMY platforms:


  •  Optimus Prime and Bumblebee will make their debut in the Monster Treads vehicle family thanks to a unique style ready to tackle all kids’ adventures.


  • Build A Buddy, TOMY’s STEAM accredited preschool vehicles, will welcome Optimus Prime in Fall 23. This inspiring toy platform merges building fun and creative play.


  • Club Mocchi- Mocchi-, TOMY’s successful collector plush platform, is further expanding into POP culture giants thanks to trending nostalgia of the 80s Transformers and 90s Power Rangers lines. All fans will chase the look, level of details, and soft material the brand is renowned for.


My Little Pony will also be a retro POP favorite in the Club Mocchi- Mocchi- family, as well as debuting in TOMY’s First Years toddler feeding in North America.


“Working with Hasbro to take these evergreen properties to new consumer bases is exciting for us,” said Morgan Weyl, Managing Director of Licensing and Global Development. “We have been working side by side to lend our expertise to these great entertainment brands and we continue to find great opportunities to bring TOMY magic to Hasbro fan favorites. These brands have staying power with today’s parents who were once obsessed with them as a child. We have all fans covered from feeding through kidult collectibles.”


“We are excited to work with TOMY to bring their expertise across territories through new and innovative products for our brands,” Marianne James, Vice President of EMEA & Asia Licensed Consumer Products at Hasbro. “From plush, to bath play, vehicles and creative play, TOMY’s new toys will give kids all-new ways to experience their favorite characters.”


New product will arrive on shelf starting this fall and continue into 2023.