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Hasbro has entered into a licensing agreement with Dickie Toys, a Simba Dickie Group company, for the world famous Transformers brand. Dickie Toys will develop and market a wide product range of various vehicles, including RC, die cast, light and sound vehicles and appropriately themed play sets. The new range will be launched at the 2016 International Toy Fair in Nuremberg.
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In one of the most successful franchises of all time, cars, planes and helicopters converted into robot action heroes in the blink of an eye. Hasbro´s Transformers brand is one of the world's strongest licences for fans of all ages. Since the property launched in 1984, The Transformers universe has introduced fans to favorite characters like Optimus Prime and Bumblebee. Throughout the years Hasbro has expanded beyond the Transformers action figures, and introduced very successfully new categories to bring the stories to life including video games, fashion, home goods and publishing. Tom Warner, senior vice president for the Transformers franchise for Hasbro: ”The Transformers franchise continues to thrive with its fun-filled storylines featuring the battle between the Autobots and Deceptions characters, specifically with the latest animated series, Transformers: Robots in Disguise. We´re excited to celebrate the vehicle forms of our beloved characters through this collaboration with Dickie Toys, putting fans in the drivers´ seat to recreate scenes from the animation.” |
Dickie Toys is one of the market leaders in the toy market for remote control vehicles. The contract applies to Europe, Middle East, Africa and Asia, excluding Japan. The Transformers brand brings unique innovation that is “more than meets the eye” with offerings that include surprise reveals and converting features that are characteristic of the Transformers blueprint.
Oliver Naumann, Managing Director of Dickie Toys: "We are delighted about the cooperation agreement with Hasbro and are looking forward to developing a successful new range of Transformers licensed toys. The content of our product range is virtually predestined for this fascinating licensing theme in which vehicles convert into action heroes."
Werner Lenzner, responsible for licences and strategic marketing at the Simba Dickie Group: "The Simba Dickie Group is active in over 30 countries across the globe. The Transformers brand has been delighting fans of all ages over the world since the 1980s. We can therefore see huge international potential in our long sought-after license with Hasbro."