Hasbro is treading new ground in a deal with shoemaker TOMS. The three-year strategic agreement will see the California-based company develop and launch products inspired by Hasbro brands including My Little Pony, Power Rangers, Transformers, Monopoly, Candy Land and Tonka.
In addition to footwear for kids and adults, the Hasbro x TOMS collection will include apparel and eyewear. The first wave of products is set to launch in fall 2020, with subsequent items hitting shelves over the next three years.
In keeping with TOMS’ “One for One” program, a pair of shoes will be given to a child in need for every purchase from the Hasbro x TOMS collection. The range will be available through specialty footwear retailers and online through the TOMS website. Earlier this year, the shoemaker expanded its existing relationship with Sesame to launch the new Sesame Street x TOMS collection (also part of the “One for One” program).
Last week, Hasbro entered an agreement to acquire Entertainment One for US$4 billion. Hasbro will take ownership of the company’s entire film and TV production slate, including hit kids IPs Peppa Pig and PJ Masks. It’s not yet clear if these properties will be part of the TOMS collaboration moving forward.