Hasbro Brands Meet Ongoing Demand for Vintage and Graphic T-Shirts

by Jay Cochran
June 02, 2009
The Entertainment & Licensing Division of Hasbro, Inc. (NYSE: HAS) today announced that it will roll out its largest apparel lineup in the company’s history this year. Working with more than 165 licensees worldwide, a wide variety of apparel items will be brought to market in 2009 with graphic t-shirts leading the charge. Upwards of 20 Hasbro brands will adorn apparel items including t-shirts, outerwear, sleepwear, footwear, babywear, underwear and loungewear at a wide range of price points from under $10 to $80.

The first major wave of Hasbro-branded apparel products will hit retail shelves globally at mass and specialty stores including Auchan, Bloomingdales, Delia’s, Kitson, Metersbonwe, Marks & Spencer, Nordstrom, Old Navy, Tesco, and Urban Outfitters in conjunction with the movie releases of TRANSFORMERS: REVENGE OF THE FALLEN, from DreamWorks Pictures and Paramount Pictures, in association with Hasbro, on June 24, 2009 followed by G.I. JOE: THE RISE OF COBRA on August 7, 2009 from Paramount Pictures and Spyglass Entertainment, also in association with Hasbro. Additional apparel items tied to other Hasbro properties such as LITTLEST PET SHOP, NERF, MY LITTLE PONY, TONKA and MONOPOLY will launch throughout the year.

“We’re working with highly creative apparel companies that have designed some amazing Hasbro-branded graphic and vintage tees that will appeal to both fashion- and value-conscious consumers,” said Mary Lasell, Director of Soft Goods Licensing at Hasbro. “We express ourselves through what we wear, so whether you’re looking to make a fashion-forward statement, seeking an easygoing casual look or outfitting your kids for back-to-school, there will be an array of Hasbro-infused apparel items at retail stores worldwide that will immediately resonate with men, women and children.”

Based on fashion industry events held around the world, trend spotters have pointed to graphic and vintage t-shirts as a continuing “must have” item in consumers’ wardrobes. Tapping Hasbro’s globally appealing collection of time-tested brands, more than 30 deals have been signed and another 25 are pending with licensees worldwide in this growing segment. Throughout the year, consumers will see an abundance of new graphic t-shirts landing on retail shelves based on the company’s iconic properties.

Following are select Hasbro licensees that are working to create, market and distribute innovative, stylish and functional tees for men, women and children:


This summer, the colossal battle between the AUTOBOTS and the DECEPTICONS continues when “ROBOTS IN DISGUISE” once again invade movie theaters around the world. Alongside the new live-action movie TRANSFORMERS: REVENGE OF THE FALLEN set to debut on June 24, 2009, graphic t-shirts will land at retail worldwide from the following licensees: Bravado (U.K., Ireland); CIE DND (France); Jem Sportswear* (U.S.); Kmart* (Australia); Li & Fung USA (U.S.); Marks Manufacturing (Philippines); Marks & Spencer* (U.K, Ireland); Smith & Brooks (U.K., Ireland); Shanghai Metersbonwe (China); Streetwear (U.S., Canada); and Up Sky (Hong Kong).


In 1964, the introduction of Hasbro’s G.I. JOE line created the “action figure” category. Since then, the G.I. JOE property has evolved, delivering a unique brand of action for each new generation. This summer, fans of all ages will see the G.I. JOE franchise taken to the next level with the major motion picture release of G.I. JOE: THE RISE OF COBRA, on August 7, 2009. In conjunction with the film, consumers will also be able to suit up in a wide variety of t-shirts from Falcon Trading (Philippines); Fortune Fashions (U.S.); Jem Sportswear* (U.S.); La Polar S.A. (Chile); Streetwear (U.S., Canada); Up Sky (Hong Kong); and Wilson Imports (U.K., Ireland).


LITTLEST PET SHOP continues to stand its ground as one of the fastest growing brands among girls and just as they simply can’t get enough of the pets, the same goes for LITTLEST PET SHOP fashion. Girls will have plenty to be excited about this year with new tees from Danman S.A. de C.V. (Mexico); Fortune Fashions (U.S.); Industrias St. Jack’s S.A. de C.V. (Central America); Lunender S.A. (Brazil); Smith & Brooks (UK, Ireland); Carel (France); Sahinler (Spain); TV Mania (Germany); and Van der Erve (Poland).


TONKA has been at the center of boys’ play for more than 60 years. Like the trucks, the graphic t-shirt lines coming to market will also be tough and durable from 80s Tees (U.S., Canada); Completely Independent (U.K., Ireland); Famous Forever Clothing (U.K., Ireland); and Mad Engine* (U.S., Canada).


As the best-selling board game in the world, MONOPOLY has earned its place in popular culture and licensees are counting on many of the 200 million MONOPOLY game owners wanting to wear what they play in the form of graphic t-shirts from Famous Forever Clothing (U.K., Ireland); Fortune Fashions (U.S); Global Licensing (U.K., Ireland); Mad Engine* (U.S., Canada); and Streetwear (U.S., Canada).

Hasbro will showcase several of the trendy tees along with a wide variety of other apparel items at the Licensing International Expo in Las Vegas on June 2-4, 2009 in Hasbro Booth # 1825.


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