Licensing News

PlayMonster and Hasbro Announce Global Expansion

PlayMonster Hasbro

PlayMonster Group LLC, a leading international toy and game company, and Hasbro Inc, a global branded entertainment leader, have announced that PlayMonster will bring the entire Playskool brand to the company’s dynamic roster in 2024 as part of an overall global growth strategy delivering innovation and re-imagined classic play to preschoolers and their families around the world.


With a clear vision, Playskool has helped generations of babies, toddlers, preschoolers and their families play together for nearly a century, representing quality, trust and memorable play experiences that help define a child’s early years.


Following a successful Fall 2022 launch of the Playskool Glo Friends line, PlayMonster plans to re-launch Weebles in Fall 2023 with a diverse new line up of Weebles figures and playsets that will inspire a child’s imagination. Our research shows that today’s parents still recall “Weebles wobble but they don’t fall down.”


In 2024, PlayMonster will take over the entire Playskool line, including Glo Worm, Sit ‘n Spin, Busy Gears, Elefun, Busy Ball Popper, and Busy Poppin’ Pals, in addition to Koosh, Spirograph and Glo Friends which PlayMonster already licenses globally.


“It is an honor and quite a lot of fun to expand our work on Playskool with Hasbro into new segments, more products, and increased global reach across a strong preschool portfolio of graduated ages and stages,” said Steve Adolph, CEO of PlayMonster. “We look forward to sustained growth as we continue to bring quality, purposeful and fun play to young families everywhere.”


“We are excited by the new ways in which PlayMonster is bringing forward the vision and values of the Playskool brand that still garners a universal fondness felt by parents, grandparents and even great-grandparents,” said Jess Richardson, VP Global Toys & Games Licensing at Hasbro. “This deal emphasizes a focus of our Blueprint 2.0 to offer new and innovative ways to play by aligning our iconic brands with proven industry leading partners that value them.”