Just Play will take on a global master toy licensing agreement with Hasbro for the Easy-Bake brand, with products to launch from 2024.

Leading global toy company Just Play has announced a worldwide master toy licensing agreement with Hasbro for its iconic Easy-Bake brand. Just Play’s product line of Easy-Bake ovens, baking sets and accessories is expected to launch at retail in select markets from 2024.

Just Play UK has confirmed that the range will launch in the UK in 2024, with a product range appropriate to EMEA regulations.

Jess Richardson, vice president, Global Toys & Games, Licensed Consumer Products at Hasbro, commented: “We’re excited to welcome Just Play to our Easy-Bake brand kitchen. As part of our Blueprint 2.0 strategy, Hasbro is focused on bringing classic brands like Easy-Bake to licensed-out models so that we can unlock their full potential. I’m confident that Just Play will do just that and mix things up for the Easy-Bake brand by delivering innovative and tasty new products that will allow aspiring young bakers and makers all over the world to create delicious and beautiful masterpieces within the long-standing tradition of the brand.”

The Easy-Bake Ultimate Oven toy, refill treat packs and recipes have been a pop culture staple since the range’s introduction in 1963 and continue to be among Hasbro’s top-selling items today. Over 50 years, more than 30m Easy-Bake brand ovens have been sold and more than 150m mix refills have been used by bakers-in-the-making.

“It’s a real treat for Just Play to enjoy a multi-layered relationship with Hasbro and to be chosen to introduce the next generation to the iconic Easy-Bake brand,” added Sunny Lauridsen, senior vice president of Brand Strategy and Licensing at Just Play. “We look forward to serving up many years of Easy-Bake brand creative food fun.”