Character Options says the Original Stretch Armstrong and overriding Stretch brand is set to reach new heights in 2023 and beyond.

Character Options and global branded entertainment leader Hasbro are setting the bar high in the world of stretchable toys with new licences and brand extensions for 2023 and 2024.

Backed by more than 50 years of heritage, The Original Stretch Armstrong is globally recognised as the leading stretchable toy. Launched in the 1970s, relaunched in the 1990s and then again in 2016, the toy is currently available in more than 12 territories worldwide and has sold more than 1.5m units since its most recent reprise.

More than just a toy, Stretch Armstrong is a viral sensation. From product reviews to wacky experiments, the original stretchy strong man has generated over 600m views on YouTube.

Taking the brand beyond a single personality, Character Options and Hasbro have strategically expanded the range with the introduction of third party licenced collaborations. Most recently, the duo has extended partnerships into the US market with The Original Stretch Armstrong, Star Wars and Transformers lines available on Amazon.com.

“We’re thrilled to expand on our successful partnership with Character Options to help bring the Stretch Armstrong brand to new heights,” said Jess Richardson, vice president, Global Toys & Games, Licensed Consumer Products at Hasbro. “Fittingly, we’re stretching this brand from both ends to reach fans and engage consumers in new and exciting ways. This deal is a prime example of our Blueprint 2.0 in action, by collaborating with strategic out-licensing partners to reignite the excitement of our beloved brands.”

Jon Diver, joint managing director at The Character Group, said: “It’s an exciting time for the Stretch brand, with partnerships in licensing and distribution taking it to the next level for many years to come. Our 2024 collection, which will include further new licences, will be showcased in LA in April.”