The agreement between the two companies will see Rubies returning as Hasbro’s sole dress-up licensee in EMEA to bring to life popular licences including Transformers and Power Rangers.

Rubies is expanding its portfolio once again with the announcement of a partnership with Hasbro.

The licence agreement will see Rubies returning as the sole dress-up licensee in EMEA for Hasbro, bringing to life some of its most popular franchises, including Transformers and Power Rangers.

From nostalgic childhood favourites to fresh content through theatrical and streaming platforms, the initial focus will be re-imagining designs from the Transformers and Power Rangers franchises to reflect both popular classic and modern styles. The new costumes and accessory ranges will capture the most beloved characters from both brands, allowing fans of the series to dress up as their icons in new and innovative ways to enhance play value for consumers.

Fran Hales, head of Portfolio and Marketing at Rubies, said: “We’re delighted to have Hasbro returning to work closely with Rubies as we expand our ever-growing range, with two of the biggest names in the toy market, Transformers and Power Rangers. These legacy brands have already made their mark on pop culture, but we couldn’t be happier to be bringing new costumes and accessories to fans globally, putting a fresh and unique spin on much loved characters.

Marianne James, vice president, EMEA and Asia, Licensed Consumer Products at Hasbro, commented: “With Transformers turning 40 next year and Power Rangers having just celebrated its 30th anniversary in 2023, these beloved franchises carry rich history and continue to invite new fans to join in on the action. We are excited to reconnect with Rubies to deliver high-quality, stunning dress up experiences for our fans in EMEA.”

Rubies’ official licensed Transformers and Power Rangers dress-up is currently in the early stages of development and will be released later in the year.