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Zynga and Hasbro enter merchandising agreement

Toy maker to introduces lines based on Zynga properties from Autumn

Social giant Zynga has signed a merchandising agreement with toy maker Hasbro which will see the company's most popular IP turned into physical products from the Autumn.

The deal also includes the opportunity to create toys which are dual branded with both Zynga and Hasbro IP. The cost of the licence has not been revealed.

It's also not known if the deal could potentially operate both ways, with Zynga including Hasbro IP, such as Transformers, Beyblade or My Little Pony, in its games.

As Rovio's Angry Birds has shown most recently, game merchandising can be big business - the Finnish studio now produces plushies, clothing and a board game related to its mega-franchise.

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Latest comments (3)

James Poole Managing Director, Sarcastic Hedgehog Ltd4 years ago
Not sure how it would work "both ways". Don't EA have the rights to make Hasbro games?
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Raf Keustermans CEO, co-founder Plumbee 4 years ago
Yeah, was thinking the same. Of course the deals are different: EA can create games based on Hasbro IP, while Hasbro will create games/toys based on Zynga IP, but still, can imagine it can/will create an awkward relationship between these parties.
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Mike Wuetherick Lead Designer, Super Mega Awesome Games4 years ago
licenses are usually granted on a per-platform basis - so it's entirely possible that EA only tied up the traditional console / pc game licenses, but left the web-based 'social' platforms out of the agreement.
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