Hasbro Disguise

Hasbro suits up for uncertain Halloween with Disguise

Despite uncertainty over this year's trick-or-treating, the toymaker has renewed and expanded its agreement for another three years.
August 25, 2020

Hasbro renewed and expanded its licensing agreement with Disguise for an additional three years, starting in 2021. The deal will see the Jakks Pacific-owned costuming company design, market, manufacture and distribute Halloween ware based on Hasbro brands including Transformers, Power Rangers, G.I. Joe, My Little Pony and PJ Masks (pictured).

Disguise will add the rights to the Hasbro portfolio in Europe (in addition to its current rights across North America). The expanded deal also grants the company rights to Peppa Pig and Ricky Zoom costumes, which will be folded into Disguise’s 2021 range. These will mark the first-ever Ricky Zoom costumes.

Hasbro acquired eOne in Q4 2019, taking ownership of the company’s entire film and production slate (including hit kids IPs Peppa Pig and PJ Masks). The toyco also announced plans to move a significant portion of eOne’s toy business in-house.

The announcement comes as toymakers continue to see declines related to the COVID-19 pandemic. Hasbro reported US$860.3 million in net revenue for Q2 2020, a 29% drop driven by store closures and product shortages. Hasbro’s emerging brands segment—which includes revenue from Peppa Pig, PJ Masks and Ricky Zoom—saw net revenue shrink by 29% to US$76 million in the same period.

Looking forward, uncertainty around COVID-19 is expected to continue to affect the kids industry. Jakks Pacific, for one, reported in Q2 2020 that Disguise saw net sales drop 38% due to retailers’ uncertainty around the effect the pandemic will have on Halloween sales.

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