Hasbro Licenses Iconic Brands Candy Land, Scrabble, My Little Pony for Jewelry

In What's New, Industry News by Accessories Staff

Hasbro has sold more than 40 million of its board game, Candy Land.

Hasbro has sold more than 40 million of its board game, Candy Land.

New York—After conquering the world of confectionery, World Trade Jewelers is looking to expand into entertainment.

The family-run company, which created successful  jewelry collections around Hershey’s Kisses and Sweethearts, America’s favorite Valentine’s Day candy, recently inked a deal with Hasbro Inc. to create jewelry designs based upon some of its most iconic brands, including Candy Land, Scrabble and My Little Pony.

According to Murray Shabot, chief executive at World Trade, the addition of top Hasbro brands into the company’s jewelry expertise is a huge opportunity. “Consumers of all age groups immediately recognize the Candy Land, Scrabble and My Little Pony iconography, and will now be able to wear their favorite designs and themes within our licensed jewelry collections.” The agreement marks the first time that Hasbro has licensed its designs for jewelry.

Although the psychographic target for the collections are tweens to mature adults, a key segment will be women ages 24 to 34.

“We selected World Trade because they have expertise in developing superior quality jewelry in a multitude of metals, fashion-focused color accents and price points–all aligned with complete marketing services,” said Simon Waters, senior vice president, Global Brand Licensing & Publishing at Hasbro. “We believe fans of our beloved brands will enjoy this jewelry for many years to come.”

Each of the Hasbro brands will feature their own distinct styles and jewelry designs:

Candy Land—the classic “children’s first game” with more than 40 million games printed, will have its iconic figures recreated into jewelry: adorable cupcakes open to a surprise locket; a lollipop created from swirls of glossy enamel, encircled with brilliantly colored diamonds. Highly reflective and high fashion colors found in Candy Land games such as “cherry red, peppermint green and chocolate Swarovski crystal elements” appear as a triple scoop of “ice cream” on a waffle-textured enamel cone. Most retails will be under $100.

Scrabble—The world famous word game’s tiles will appear in jewelry as initial pendants, bracelets, cufflinks, etc. with each initial letter appearing in bright birchwood or warm mahogany wood, all framed within sterling silver or 14K gold, some with white and black diamonds. The jewelry collection will debut this summer.

My Little Pony—Created in 1983, My Little Pony was reintroduced by Hasbro in 2003 and the brand reinvigorated by the “My Little Pony Friendship is Magic” animated TV series currently airing on the Hub TV Network. The jewelry collection is due for release later this year. www.worldtradejewelers.com


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