Hasbro Taps Merchantwise as Licensing Agent for Pacific Region

Hasbro as announced Merchantwise as its agent to represent its portfolio of brands in the Pacific region (Australia and New Zealand), effective immediately.

Merchantwise has been onboarded as Hasbro’s agency to manage all licensed partnerships in the region, including current partners such as BlackMilk, Caprice, Peter Alexander, Cotton On and Smiggle.

Under the deal, Merchantwise will handle merchandise across all categories, including softlines, hardlines and publishing, while continuing to grow Hasbro’s promotions and location-based entertainment offerings.

“With a talented team of experts, Merchantwise is the perfect agency to help us amplify Hasbro’s beloved brands in the Pacific region,” says Marianne James, senior vice president, global licensed consumer products, Hasbro. “They understand our franchise-first strategy and are onboard to help us unlock the full potential of our iconic IP through unique branded experiences and merchandise.  Through the team’s strategic and creative capabilities, we’re sure that fans in Australia and New Zealand will be able to engage their fandom in meaningful and unique ways.”

“We are honored to work with a behemoth in the toy and game space, which holds such an impressive portfolio of globally renowned properties like ‘Peppa Pig,’ Transformers, Dungeons & Dragons and more,” says Alan Schauder, chief executive officer, Merchantwise Group. “Through our expanded relationship, we’re excited to help take Hasbro’s iconic franchises to the next level by leveraging our breakthrough creative and brand and management muscles.”