Sambro adds My Little Pony, Transformers, and PJ Masks to Hasbro UK & EMEA portfolio
Sambro International has extended its rights with global branded entertainment leader, Hasbro, adding iconic brands to its growing product portfolio for the UK & EMEA region, including My Little Pony, Transformers, and PJ Masks.
The global supplier of licenced and own brand children’s toys and entertainment has held a long-term contract with Hasbro since 2008 and since 2020, Sambro distributes its extensive range of Peppa Pig arts and craft toys across Europe and the UK as well as plush across Europe.
This latest deal will see Sambro distribute numerous new product lines within the My Little Pony and Transformers franchises, with PJ Masks launching in 2024, across the UK and the heartland of Europe with a focus on Benelux, GSA, CEE, Nordics, and France.
Since the success of the My Little Pony: A New Generation movie in 2021, the brand has continued to grow in popularity and Sambro has worked closely with Hasbro to meet this demand. The two companies have partnered to develop a collection designed with creative play in mind of arts and craft toys and plush aimed at children over the age of four.
The collection includes over 20 products featuring; arts and crafts creative toys such as Paint Your Owns, Lil’ Bodz™ plush featuring key characters such as Izzy and Sunny, and novelty collectibles, Sambro’s own uniquely designed Puzzle Palz™ and Bops n Tops™.
Keeping with the movie franchise theme, AW23 will also see the launch of Transformers toy collectables and plush. This will include the addition of Optimus Prime and Bumblebee, plus other characters to Sambro’s successful, own-developed Lil Bodz™ family. These plush toys’ small bodies are paired with oversized heads and come with character sounds making them both exciting and adorable.
“Hasbro has long valued its working relationship with Sambro and we’re thrilled to continue to work with them to help lift consumer experiences across these new franchises”
Marianne James, VP Consumer Products for Eurasia at Hasbro
Marianne James, VP Consumer Products for Eurasia at Hasbro said: “Hasbro has long valued its working relationship with Sambro and we’re thrilled to continue to work with them to help lift consumer experiences across these new franchises, especially in the growing value channel.
“Our new franchises will allow consumers to express their fandom in new ways through our ever-expanding collection of licenced toys and games and we’re excited to see what’s to come as part of this newly extended contract.”
Clare Rix, Sambro Commercial Manger, said: “This new licensing deal builds on the success of our existing relationship with Hasbro and its Peppa Pig franchises, a relationship which has spanned 14 fruitful years.
“We’re proud to expand our working relationship and collaborate with the Hasbro team to bring innovative and engaging play experiences to children and their families, inspired by some of the world’s most iconic entertainment brands.
“As a global leader in bringing licenced toys to market, we look forward to bringing these newest franchises to market across Europe and look forward to seeing their success.
Products in the My Little Pony collection range from £0.99-£9.99 SRP, Transformers from £1.99-£9.99 SRP, and Peppa Pig from £1.99-£19.99 SRP.
Euro SRP based on 1.16 exchange rate 15/12/22. My Little Pony collection range from €1.14 – €11.54, Transformers from €2.30 – €11.54, and Peppa Pig from €2.30 – €23.10.
These new ranges will be available in AW23, with more products being rolled out in 2024.
