Hasbro and Basic Pleasure! Ink Global Master Toy License to relaunch Littlest Pet Shop! | Company

BOCA RATON, Fla., Nov. 15, 2022 /PRNewswire/ — Basic Fun!, one of the world’s leading distributors of toys and consumer products, announced a Master Toy licensing agreement with Hasbro, Inc. (NASDAQ:HAS) , a leading global entertainment brand, for the iconic Littlest Pet Shop brand. Basic fun! is expected to manufacture and distribute Littlest Pet Shop collectible figures, playsets, and accessories to retailers worldwide by 2024.

LITTLEST PET SHOP collectible figures were originally released in 1992 and quickly stole the hearts of collectors around the world. With over 3,000 variations and millions of pets sold worldwide, LITTLEST PET SHOP has quickly become a lifestyle brand that extends into other consumer products as well as electronic games and an animated television series. When relaunched in 2005, LITTLEST PET SHOP was one of the fastest growing collectible brands in the toy industry with hundreds of millions of pets sold to date, as well as playsets and accessories that made the LITTLEST PET SHOP play experience complete. A testament to its heirloom status, the quirky, edgy and cute characters that are signatures of LITTLEST PET SHOP remain popular with collectors today.

“We are thrilled to extend our partnership with Hasbro to bring back one of the world’s most iconic and best-selling collectible toy brands,” said Jay Foreman, CEO of Basic Fun! “We are specialists in ‘newstalgia’ and reviving the power of legacy brands with a strong portfolio of classic brands that have become generational favorites such as TONKA, Lite-Brite, Lincoln Logs, Care Bears and K’NEX We’re thrilled for the opportunity to honor LITTLEST PET SHOP’s rich history as a heritage brand and introduce the classic to a whole new generation of kids and today’s kid collectors via experiences. immersive physical and digital games.

“LITTLEST PET SHOP was a smash hit when it launched in 1992 and again in 2005. With Basic Fun! at the helm, we can’t wait to bring this beloved franchise back to delight our new fans,” said Jess Richardson, Vice President, Global Toys and Games, Licensed Consumer Products at Hasbro. “This move is a great example of our Blueprint 2.0 strategy in action, moving from an owned-and-operated model to a licensed model to unlock new categories for consumers and unlock the potential of our classic brands like LITTLEST PET SHOP.


Basic fun! is a dynamic global distributor of classic and innovative children’s entertainment products for today’s children. The company plays in many core toy categories, including classic heritage toys, novelty collectibles, construction toys, youth electronics, plush, vehicles, dolls and activities /discoveries. The main brands of Basic Fun! include: Care Bears, Cutetitos, Pound Puppies, TONKA, K’NEX, Lite-Brite, Mash’ems, Playhut, Arcade Classics and more! For more information, please visit www.BasicFun.com.


Hasbro is a global leader in branded entertainment whose mission is to entertain and connect generations of fans through the wonder of storytelling and the excitement of play. Hasbro delivers engaging branded experiences for global audiences through the through games, consumer products and entertainment, with a portfolio of iconic brands including MAGIC: THE GATHERING, DUNGEONS & DRAGONS, Hasbro iGaming, NERF, TRANSFORMERS, PLAY-DOH and PEPPA PIG, as well as premier partner brands.

Hasbro is guided by our goal of creating joy and community for all people around the world, one game, one toy, one story at a time. For more than a decade, Hasbro has been consistently recognized for its corporate citizenship, including being named one of the Top 100 Corporate Citizens by 3BL Media, one of the World’s Most Ethical Companies by Ethisphere Institute, and the one of the 50 most community-minded companies. in the United States by the Civic 50. For more information, visit www.corporate.hasbro.com.

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