Today brings big news for the world of Star Trek toys. In advance of the big Toy Fair which opens this weekend in New York, Hasbro has announced that it has entered into a licensing agreement with CBS to make a “variety” of Star Trek toys, starting in 2013…just in time for the next Star Trek movie. More details below. [UPDATED: More info and preview pic]
Hasbro goes Trek
[UPDATED] For the first time in their history, the giant toy company Hasbro will be making Star Trek toys. The news was announced today in advance of the annual Toy Fair which kicks off on Sunday. According to Hasbro, their Star Trek line will kick off in 2013, ahead of the Star Trek sequel. However, TrekMovie is told that Hasbro’s license is for more than the next movie as it extends to the entire Star Trek franchise. The Hasbro Star Trek toys will include KRE-O building block sets along with a line of roleplay toys as well as new action figures.
Hasbro’s acquisition of the Star Trek license is a symbol of the strength of Star Trek’s return to the mainstream of popular culture which began with the 2009 feature film. It doesn’t get much bigger than Hasbro in the world of toys. The company produces several of the best selling toy lines in all of history, including Star Wars, GI Joe and Transformers. We should expect Hasbro to be able to bring Star Trek into many big box stores like Target and Wal-Mart, as well as Toys R Us, much like they do for their other lines.
TrekMovie has also confirmed that Playmates Toys, who did toys for the 2009 Star Trek film, will not be returning for the sequel. However, Diamond Select Toys still holds a Star Trek license (for “classic” Trek) and they will be making some Star Trek news at Toy Fair well (TrekMovie will be reporting that early next week).
Preview image of Star Trek Hasbro KRE-O toys
HASBRO TEAMS UP WITH CBS CONSUMER PRODUCTS FOR STAR TREK TOY LINE
Product Line Fueled By Upcoming Major Motion Picture in 2013 to Include
KRE-O STAR TREK Building Sets and More
PAWTUCKET, R.I. – FEBRUARY 10, 2012 – Hasbro, Inc. (NASDAQ: HAS) announced today it has entered into agreement with CBS Consumer Products to manufacture and globally market a variety of products based on the STAR TREK property beginning in 2013. The toy line will launch in support of the STAR TREK movie sequel from Paramount Pictures, which will open May 17, 2013.
Leading the product offering from Hasbro will be a line of premium KRE-O STAR TREK building sets featuring fantastical spaceships and legendary characters from the franchise. The KRE-O STAR TREK sets will offer high-quality KRE-O bricks as well as new KREON figures in the likeness of popular characters. Among its additional new play experiences, Hasbro will also offer robust line of roleplay toys for kids and fans to act out the intergalactic saga as well as select new figures.
“The STAR TREK property is an entertainment giant known by millions across the globe and Hasbro is thrilled to be working with CBS Consumer Products to bring the franchise to life in toy form,” said John Frascotti, chief marketing officer, Hasbro, Inc. “As a global branded play company, Hasbro delivers the best properties in a variety of formats to consumers around the world. We’re excited to offer fans the opportunity to experience icons of STAR TREK in exhilarating new ways with our KRE-O building sets as well as with new roleplay items and more.”
“Hasbro and STAR TREK have always been known as innovative brands,” said Liz Kalodner, Executive Vice President and General Manager of CBS Consumer Products. “Bringing them together in this new toy line will give fans of the entire STAR TREK franchise new ways to experience the final frontier, including the first complete construction program.”
STAR TREK will mark the third major entertainment property to be featured in the KRE-O line from Hasbro. The Company successfully introduced the KRE-O brand in 2011 with building sets featuring its globally popular TRANSFORMERS characters. In 2012 Hasbro continues the KRE-O TRANSFORMERS line and is introducing KRE-O BATTLESHIP building sets based on its gaming property and upcoming live action movie BATTLESHIP, from Universal Pictures. More details about Hasbro’s STAR TREK product offerings will be announced at a later date.
Hasbro, Inc. (NASDAQ: HAS) is a branded play company providing children and families around the world with a wide-range of immersive entertainment offerings based on the Company’s world class brand portfolio. From toys and games, to television programming, motion pictures, video games and a comprehensive licensing program, Hasbro strives to delight its customers through the strategic leveraging of well-known and beloved brands such as TRANSFORMERS, LITTLEST PET SHOP, NERF, PLAYSKOOL, MY LITTLE PONY, G.I. JOE, MAGIC: THE GATHERING and MONOPOLY. The Hub, Hasbro’s multi-platform joint venture with Discovery Communications (NASDAQ: DISCA, DISCB, DISCK) launched on October 10, 2010. The online home of The Hub is www.hubworld.com. The Hub logo and name are trademarks of Hub Television Networks, LLC. All rights reserved.
Come see how we inspire play through our brands at www.hasbro.com . © 2012 Hasbro, Inc. All Rights Reserved.
CBS Consumer Products manages worldwide licensing and merchandising for a diverse slate of television brands and series from CBS, CBS Television Studios and CBS Television Distribution, as well as from the company’s extensive library of titles, Showtime and CBS Films. Additionally, the group oversees online sales of programming merchandise. For more information, visit www.cbsconsumerproducts.com.