SPIELZEUGinternational 05 | Mai 2023

Toys international
Hasbro/Mattel
Multi-Year Licensing Agreements
As part of the cooperation between Hasbro and Mattel products like “Monopoly: Barbie Edition”,
“Transformers Hot Wheels”, and “Transformers Uno” will be launched – Major theatrical
releases this summer from Hasbro and Mattel
Hasbro and Mattel shortly announced
that they have entered
into multi-year licensing agreements to
create co-branded toys and games from
some of their most popular brands.
Hasbro will create Barbie branded
Monopoly games launching in fall 2023.
Mattel will produce “Transformers”
branded Uno games, slated for release
later this year, and “Transformers”
branded Hot Wheels vehicles, set to debut
in early 2024.
Hasbro and Mattel are launching this
collaboration against the backdrop of
two major theatrical releases this summer,
with “Hasbro’s Transformers: Rise
of the Beasts” from Paramount on June 9,
2023, and “Mattel’s Barbie” from Warner
Bros. on July 21, 2023.
“We are excited to pair some of the
most popular brands together for the
first time,” said Nick Karamanos, Senior
Vice President of Entertainment Partnerships
at Mattel. “This collaboration features
world-class IP, celebrates the timeless
appeal of these brands, and creates
unique play opportunities for fans.”
“With the major theatrical releases
of the Transformers and Barbie movies
in summer 2023, we’re excited to bring
brand-new play experiences to fans, families,
and movie and toy lovers all around
the world,” said Casey Collins, President,
Global Licensed Consumer Products &
Business Development. “Working with
iconic brands in pop culture truly showcases
our strategy in action, as we continue
to expand our product experiences
for audiences everywhere.”
Per Circana, Barbie, Hot Wheels, Uno,
and Monopoly are the top-selling brands
globally in their respective categories of
dolls, vehicles, and board games.*
*Source: Circana/Retail Tracking Service/G11/
JAN-DEC 2022/Dolls & Vehicles Supercategories;
Card Games & Family-Board Action Games
Classes/Projected USD
Lego
Partnership for E-Methanol
European Energy enters agreement with Novo Nordisk and the Lego Group to deliver e-methanol
as a lower-carbon alternative to conventional plastic production
European Energy A/S, with leading
healthcare company, Novo Nordisk
A/S, and the Lego Group, announced
an agreement that will enable the two
companies to replace some fossil-based
plastic with lower-carbon alternatives in
the future.
Under this agreement, European Energy
will produce methanol from renewable
energy and biogenic CO 2
, commonly
referred to as e-methanol, which will in
turn be used for plastic production.
With this move, Novo Nordisk has
taken a step into the area of substituting
fossil-based plastic with lower-carbon
sources to be used in medical devices
such as insulin pens. The Lego Group
will explore the potential of using the
e-methanol to make selected elements in
its portfolio and expects to develop prototypes
in the coming years with a view
to commercialisation in the longer term.
Both companies are looking to invest in
technologies that support knowledge
sharing and help accelerate progress
across the industry.
The agreement between European Energy,
Novo Nordisk and the Lego Group
will ensure the delivery of e-methanol
for part of the two Danish companies’
materials production from 2024.
Nelleke van der Puil, Vice President
of Materials at the Lego Group, says:
“We are proud to join forces with European
Energy and Novo Nordisk to
accelerate research and progress in the
development of lower-carbon plastics.
As part of our commitment to building a
sustainable future for children, we have
committed to making our products from
more sustainable materials. The project
will give us our third sustainable material
we‘ve developed alongside bio-PE
and prototype bricks made from recycled
PET. This agreement is an exciting
step towards our ambition.”
The E-Methanol will be produced at
European Energy’s e-methanol facilities
in Kassø, Aabenraa, Denmark. The
production of E-Methanol will be based
on renewable energy from wind and solar
plants as well as biogenic CO 2
. The
first batch is expected to be delivered
in 2024.
TIE (Toy Industries of Europe) is calling all toy makers, big and small! It‘s time to show off
your good work in the areas of diversity & inclusion, sustainability or life skills!
#PlayforChangeAwards 2023 are open for entries. Enter now! http://playforchange.eu
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SPIELZEUG international · 05 / 2023 Mai
59