Hasbro is planning to broaden its Playskool brand with new offerings that will be designed and manufactured in collaboration with Wisconsin-based PlayMonster.
The deal encompasses the Playskool Glo Friends glow-in-the-dark figures and the classic kinetic toy line Playskool Weebles (pictured). Additionally, the agreement gives PlayMonster the right to add the Playskool name to certain items in its portfolio, including the sensory-based drawing tablet The Original MagnaTab and the wooden playset Little Wonders.
The first range of products will hit shelves in early 2022, and PlayMonster plans to introduce new SKUs inspired by additional Playskool brands over the next several years.
This isn’t the first time Hasbro and Playmonster have worked together. Last year, the companies partnered on a line of toys based on classic ball brand KOOSH, and they also inked a licensing deal for Spirograph in 2019.
PlayMonster’s shift to focus on the preschool segment follows an expansion into the arts and crafts category. The toyco acquired Michigan-based craft and activity manufacturer Ann Williams Group earlier this year, and picked up the assets of arts and crafts maker Kahootz Toys in 2019.