Hasbro Appoints Toy Licensee for EMEA

Hasbro has signed a multiyear agreement that grants Maxx Group the licensing rights to a number of its popular brands, including My Little Pony, Power Rangers and Transformers.

Maxx, through its toy brand YuMe Toys, will act as Hasbro’s plush toy sourcing partner, providing bespoke solutions that cover the design, development, manufacturing and distribution of lines to retail partners across the EMEA region. Maxx will also assist in filling white space opportunities for feature toys, advent calendars, collectibles, stationery items and other licensed products.

“Hasbro has a variety of intellectual properties that are loved on an international scale, and we look forward to putting premium products across numerous top brands in the hands of children and fans across Europe, the Middle East and Africa,” said Michael Kwan, CEO of Maxx Group.