NEWS

Breaking News: Just Play named master toy licensee for Hasbro’s FurReal

Published on: 24th January 2023

The FurReal brand has led the Interactive Pets category for over 18 years, selling over 100m pets in more than 75 countries.

Global toy company Just Play has today announced a worldwide master toy licensing agreement with Hasbro for its FurReal brand. Just Play’s FurReal pets product line will launch globally in 2024 with a whole new collection of interactive pets.

With authentic animatronic features that mimic the mannerisms and behaviours of both real animals and mythical creatures, the FurReal brand has led the interactive pets’ category for over 18 years, selling over 100m pets in more than 75 countries. Millions of children worldwide have learned about animals and pet care while nurturing their beloved FurReal friends.

“We’re excited to work with Just Play on another one of our beloved brands because of the confidence we have in the imaginative toy lines and rich experiences it has been able to create in this industry,” said Jess Richardson, vice president, Global Toys & Games, Licensed Consumer Products at Hasbro. “We know it’ll do the same for FurReal with products that inspire new experiences for kids and their plush pets.”

“FurReal is a brand that connects with children everywhere because of the magical interactions and emotional bond that Hasbro has brought to life in adorable pet plush,” said Sunny Lauridsen, senior vice president of Brand Strategy and Licensing at Just Play. “We’re thrilled that Hasbro is passing the torch to us to continue this incredible legacy of innovation in pet and nurture play.”

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