Rubies Adds Hasbro to Portfolio of Licenses

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

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

The initial focus will be re-imagining designs from the Transformers and Power Rangers franchises to reflect popular classic and modern styles. The new costumes and accessory ranges will capture characters from both brands.

“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,” says Fran Hales, head, portfolio and marketing, Rubies. “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.”

“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,” says Marianne James, vice president, EMEA and Asia, licensed consumer products, Hasbro. “We are excited to reconnect with Rubies to deliver high-quality, stunning dress-up experiences for our fans in EMEA.”

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