Hasbro’s jumping into the rink with the National Hockey League (NHL) and its players association (NHLPA) for a multiyear deal to create, manufacture and market products bearing NHL logos, team names and players’ likenesses. This follows a limited five-year agreement to produce collectible figures aimed at adults.
This expansion to new categories allows Hasbro to create NHL-themed kids products such as action figures, branded Monopoly games, die-cast vehicles, plush and sports toys. Hasbro expects additional sales amounting to US$100 million during the length of the agreement. Figures and vehicles will make up the first wave of toys, set to launch at New York’s American International Toy Fair in February and hit the shelves in Fall 1999.