Hasbro, Steve & Barry’s get cozy with DTR apparel deal

Toyco Hasbro's licensing arm HPG has granted its largest-ever portfolio apparel license to Steve & Barry's.
February 13, 2007

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.

About The Author
Gary Rusak is a freelance writer based in Toronto. He has covered the kids entertainment industry for the last decade with a special interest in licensing, retail and consumer products. You can reach him at


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