PlayMonster weebles and wobbles into new licenses

The toyco is adding Hasbro's Weebles and Playskool brands to its portfolio, while eOne is producing its first digital-first preschool series for YouTube.
March 29, 2023

In a new deal with Hasbro, Wisconsin-based toyco PlayMonster is bulking up its preschool portfolio with some nostalgic brands.

PlayMonster will first relaunch Hasbro’s preschool Weebles brand internationally in fall 2023, with a focus on figures and playsets. Weebles first launched in 1971 and features kinetic egg-shaped figures that wobble around and return to an upright position when pushed. 

Then in 2024, the toyco will take over global production and distribution for Hasbro’s entire Playskool brand, which includes the Glo Worm, Sit ‘n Spin, Busy Gears, Elefun and Busy Ball Popper toy ranges. 

Since 2019, Playmonster has done a string of deals with Hasbro, including taking on licenses for the string-ball toy Koosh, geometric drawing toy Spirograph and the glow-in-the-dark figures Glo Friends. 

Elsewhere at Hasbro, the toyco’s entertainment studio eOne has announced it is producing its first digital-first preschool series. Although it did not reveal details on the name or IP, it will be produced with UK-based Amuse Animation (AnimaCars, Miliki Family) and is set to launch on YouTube.

About The Author



Brand Menu