Hasbro expands gaming accessories deal
By Staff -- Playthings, 2/26/2009 12:16:00 PM
PAWTUCKET, R.I.—Hasbro has expanded Performance Designed Products’ rights for video gaming accessories based on the toymaker’s properties in a new multi-year, international licensing agreement.
PDP’s upcoming Hasbro-related projects for the year include video gaming accessories for the Nintendo DS, Wii, Xbox 360, and PlayStation 2 and 3. These projects will include a new line of products based on Hasbro’s Nerf and Littlest Pet Shop brands, as well as products supporting the movie and video game launches of feature films Transformers: Revenge of the Fallen and G.I. Joe: The Rise of Cobra.
This international license agreement also expands the number of licensed accessory products Los Angeles-based PDP can market for cell phones and Apple’s iPod and iPhone. Specific countries covered under the agreement were not announced but PDP currently distributes products in Canada, Mexico and “throughout Europe.”
“We are thrilled to enter into this agreement with PDP,” said Mark Blecher, senior vice president and general manager of digital media and gaming at Hasbro. “Hasbro’s goal as a brand-driven company is to selectively align ourselves with the best possible licensee partners. We have had a very successful relationship with PDP over the last three years and are looking to expand that success with this new deal.”
PDP attributes its sales growth in 2008, in part, to the launch last year of accessories using the Nerf and Little Pet Shop brands.
Pictured: PDP’s Nerf Armor covers for Nintendo’s DS Lite
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