Hasbro And Universal Cycles Hit The Road With Range Of Nerf-Branded Wheeled Goods And Accessories

Products to Be Sold Exclusively at Toys R Us

Hasbro announced that it has signed a licensing agreement with Universal Cycles Ltd. to bring to market skates, bikes, helmets and other accessories based on the globally popular NERF brand. These new outdoor recreational goods will expand the current line, which includes NERF-licensed skateboards and scooters.

The NERF-Universal Cycles range will be sold exclusively at Toys R Us in Pan European markets beginning this month through spring 2012.

“Based on the success of the NERF skateboards and scooters, Universal Cycles has already proven that it can create highly stylized and cool wheeled goods that hold great appeal to boys 12+,” said James Walker, Vice President of Brand Licensing and Publishing for EMEA at Hasbro. “We fully expect the expanded line to be just as strong and are thrilled to be working exclusively with Toys R Us to roll out the new items this month.”

“We are very happy to be working with Hasbro on the NERF range of wheeled product,” said Terry Pritchard, Managing Director at Universal Cycles. “The initial response from our present customer base has been very exciting and we look forward to developing the NERF wheeled range and seeking potential new customers going forward.”

Hasbro Strengthens European Brand Licensing & Publishing Team And Adds Licensing Agent For South Africa

Hasbro has announced that it is expanding its European licensing team, appointing Maya Moskvicheva to Senior Category Manager overseeing licensing programs in Russia. Separately, Hasbro also bolstered its presence in South Africa naming Revolution Brand Licensing S.A. as its licensing partner representing brands including TRANSFORMERS PRIME, MY LITTLE PONY, TONKA CHUCK & FRIENDS, LITTLEST PET SHOP and MONOPOLY.

“We are investing in our teams and structure and looking forward to working closely with retailers and licensees in these markets,” said James Walker, Vice President of Brand Licensing and Publishing for EMEA at Hasbro. “Maya will add strength to Hasbro licensing with her competence and experience, an asset to our business going forward. Additionally, engaging Revolution in South Africa is our next step in unlocking the potential of Hasbro brands in international territories.”

In her post as Senior Category Manager, Ms. Moskvicheva joins Hasbro’s Moscow office after a successful career with Co-Packing Center, a fast moving consumer goods supplier, as Senior Business Development Manager. Prior to that, she handled fashion licensing with The Walt Disney Company.

Revolution Brand Licensing S.A. will focus on key categories for Hasbro including: apparel, footwear and accessories, publishing, toys and games, personal care and stationery. The agent is ideally suited to Hasbro with its blend of deep marketing and licensing expertise and a highly creative design studio that uses high fashion trends for design inspiration. South African retailers often require product design support from licensors and Revolution has what is widely considered one of the best licensed character design facilities in the country. The agent also has established relationships with key retailers, licensees and promotional agencies across the region.

For more information, please contact: brand.licensing@hasbro.co.uk