Basic Fun! secures Tonka license

Hasbro’s ‘tough’ toy truck brand changes hands from Funrise to Basic Fun!, with the new die-cast, lights and sounds and more expected to launch next autumn

Written by Rhys Thomas

Posted 06.06.2019 | Products

Basic Fun! secures Tonka license thumbnail

Basic Fun! has an agreement in principle with Hasbro for the Tonka brand.

The multi-year deal would expand the licensing relationship between the two companies, which already includes Pound Puppies, My Little Pony Classic, Lincoln Logs, and a number of other Hasbro ‘vault’ brands.
Product development, distribution and marketing for the Tonka brands has until recently been overseen by Funrise, which extended its agreement with Hasbro last February. But that partnership will come to an end before autumn 2020, when Basic Fun expects to launch its first wave of Tonka products at retailers around the world.
Basic Fun’s range will feature the classic steel Tonka Trucks, die-cast range, and traditional plastic lights and sounds products.
“Today’s kids are at risk of forgetting how to play with anything but a smartphone, which is why we are so thrilled to be taking on the iconic Tonka toy line that is all about going outside to play and encouraging kids to use their imaginations,” says Jay Foreman, CEO of Basic Fun. “Tonka has always been known for the biggest and best quality tough trucks and toy vehicles in the market, and we plan to make sure consumers know Tonka is the go-to brand in this category.”

Tonka / Funrise
The company plans to launch a dynamic marketing campaign aimed at kids and gift-givers, focusing on getting kids out to play and having fun in the fresh air. The new vehicles and playsets are said to “innovative elements to appeal to kids” while remaining true to the brand’s nostalgic roots and ‘Tonka Tough’ brand legacy.
Casey Collins, General Manager and Senior Vice President, Entertainment and Licensing, Hasbro says: “We are excited about bringing one of our jewels to a trusted partner like Basic Fun. For years, the company has become an important collaborator of ours, effectively managing many of our classic vault brands. Tonka is perhaps the biggest of them all, and we know the program is in great hands with the Basic Fun! team and their vision to reimagine the brand for today’s kids.”
Tonka was created in 1946 by a gardening supply company called Mound Metalcraft, which later become Tonka Toys Incorporated and was at one point the world’s largest manufacturer of trucks. The company was bought by Hasbro in 1991.

Spielwarenmesse 2021 will go ahead thumbnail

Spielwarenmesse 2021 will go ahead

The event organisers have said the January event will take place, with plans to implement ccomprehensive regulations based on several ...

Argos reveals its top toy predictions for Christmas 2020! thumbnail

Argos reveals its top toy predictions for Christmas 2020!

Character Options, Spin Master, Mattel, VTech, Hasbro, MGA Entertainment and LEGO among the brands featured in this year’s top 12

Toynamics introduces new national account manager thumbnail

Toynamics introduces new national account manager

Following the news of Toynamics’ appointment as exclusive distributor of Skip Hop products, Emma Finch, who previously worked at Skip ...

Press Releases

Radio silence broken on Novel Entertainment’s new Horrid Henry podcast thumbnail

Radio silence broken on Novel Entertainment’s new Horrid Henry podcast

The first podcast based on the award-winning Horrid Henry TV series will launch this week under new ‘Horrid Henry Unlocked’ ...

APC Kids signs trio of deals for CTC Media’s Kid-E-Cats thumbnail

APC Kids signs trio of deals for CTC Media’s Kid-E-Cats

New deals sees hit property’s footprint expand in Asia, Latin America and North America

Live the track with the Lego Technic Ducati Panigale V4 R thumbnail

Live the track with the Lego Technic Ducati Panigale V4 R

The Lego Group has revealed its latest Lego Technic model – the Ducati Panigale V4 R

Have a field day with Britains’ New Holland Tractor! thumbnail

Have a field day with Britains’ New Holland Tractor!

Tomy has revealed the latest launch from Britains – a New Holland T8.435 Tractor