Hasbro teams up with Basic Fun for Littlest Pet Shop relaunch

Published on: 15th November 2022

Under a Global Master Toy Licence, Basic Fun will manufacture and distribute Littlest Pet Shop collectible figures, play sets and accessories.

Basic Fun has announced a Master Toy licence agreement with Hasbro for the iconic Littlest Pet Shop brand. Basic Fun is expected to manufacture and distribute collectible figures, play sets and accessories to retailers worldwide from as early as 2024.

Littlest Pet Shop collectible figurines were originally launched in 1992 and quickly stole the hearts of collectors around the world. With over 3,000 variations and millions of pets sold worldwide, Littlest Pet Shop quickly became a lifestyle brand expanding into consumer products as well as electronic games and an animated television series. When relaunched in 2005, the brand was one of the fastest growing collectibles in the toy industry with hundreds of millions of pets sold, plus play sets and accessories that made the play experience complete. As a testament to its legacy status, the signature quirky, edgy and cute characters remain popular with collectors today.

“We are excited to expand our partnership with Hasbro to bring back one of the world’s most iconic and best-selling global collectible toy brands,” commented Jay Foreman, CEO for Basic Fun. “We are specialists in ‘newstalgia’ and re-igniting the power of legacy brands with a robust portfolio of classic brands that have become generational favorites, such as Tonka, Lite-Brite, Lincoln Logs, Care Bears and K’Nex. We are excited for the opportunity to honour the rich history of Littlest Pet Shop as a heritage brand and introduce the classic to a whole new generation of today’s kids and kidult collectors via immersive physical and digital play experiences.”

“Littlest Pet Shop was a runaway success when it first launched in 1992 and again in 2005,” said Jess Richardson, VP, Global Toys & Games, Licensed Consumer Products at Hasbro. “With Basic Fun at the helm, we are looking forward to bringing back this beloved franchise to delight our newest fans. This move is a great example of our Blueprint 2.0 strategy in action, moving from owned and operated to a licensed-out model to unlock new categories for consumers and unleash the potential of our classic brands.”


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