Hasbro names Maxx Group EMEA toy partner

Maxx’s toy brand YuME will produce and distribute plush, collectables, advent calendars and more for some of Hasbro’s top brands

Written by Rhys Thomas

Posted 31.01.2020 | Products

Hasbro names Maxx Group EMEA toy partner thumbnail

Hasbro has signed a multi-year deal appointing Maxx Group as a key plush toy partner for EMEA.

The agreement encompasses some of Hasbro’s biggest brands, including My Little Pony, Power Rangers, Transformers, Nerf, Mr. Potato Head and Monopoly.

Maxx, through its award-winning toy brand YuMe Toys, will act as Hasbro’s plush toy sourcing partner, designing, developing, manufacturing and distributing premium product lines to retail partners across the EMEA region.

Maxx will also assist in filling white space opportunities for feature toys, advent calendars, collectibles, stationery items, and other licensed products. The collaboration is designed to increase consumer engagement and revenue for both companies.

Michael Kwan, CEO, Maxx Group, says: “Hasbro has a variety of intellectual properties that are loved on an international scale, and we look forward to putting premium products across numerous top brands in the hands of children and fans across Europe, the Middle East, and Africa.”

The YuMe Team is previewing Hasbro’s new product line at Nuremberg Toy Fair this week.

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