Toyco Hasbro’s licensing arm HPG has announced a blockbuster direct-to-retail agreement with New York-based retailer Steve & Barry’s.
The deal will see the launch of an extensive apparel line throughout most of Steve & Barry’s 200 superstores across the US. A full dozen iconic properties, including Mr. Potato Head, My Little Pony, G.I. Joe and Transformers, will get the full apparel treatment and find their way onto hoodies, jeans, t-shirts, sports hats and outerwear. It’s the first time that Hasbro has ever granted this large a slate of properties to a single licensee in the apparel category.
Founded in 1985, Steve & Barry’s stable of licenses already includes a long list of US college brands and Marvel and WWE characters. The retailer plans to open close to 100 new stores in 2007.