Licensing News

Disguise Expands Hasbro & eOne Deal to New Regions


Disguise is extending its licensing agreement with Hasbro and eOne to new territories.

Following the renewal and expansion of its partnership with Hasbro and eOne in North America and Europe, Disguise has now secured costuming rights for Latin America, Australia, and New Zealand. The costume division of JAKKS Pacific, Disguise will produce and distribute costumes in those territories for Hasbro and eOne properties including  Transformers, Power Rangers, My Little Pony, G.I. Joe, Hasbro Gaming, Peppa Pig, PJ Masks, and Ricky Zoom.

“We look forward to bringing these power house brands from Hasbro/eOne to Latin America and Oceania. Our long-standing partnership with Hasbro/eOne continues to grow and as a company we are prepared for this rapid trajectory into new territories,” said Disguise GM and president Tara Hefter. “Our commitment to quality and our ability to design to regional market needs and price points has given us an edge allowing Disguise a full force global expansion.”

The company recently recruited a team of in-house staff and distributors in Latin American. In Australia, Disguise secured distribution partnerships with Headstart and Party Australia.

The costume-maker also extended its multi-year rights to PJ Masks costumes in North America, a license it has held since 2016.

“PJ Masks has been very valuable to the Disguise pre-school portfolio and we are pleased to continue to lean into this line for 2022 and beyond,” Hefter said.

The line of Hasbro and eOne costumes and accessories debut at retail in Latin American countries, Australia, and New Zealand this year — with PJ Masks costumes currently in stores and available for purchase online.