Cheshire-based licenced merchandise and collectibles maker Fanattik has renewed and significantly expanded its licensing agreement with leading toy and games maker and IP holder Hasbro.
The extended partnership, which was last renewed in 2024, covers household name pop culture brands including Dungeons & Dragons (D&D), Magic: The Gathering and Transformers, and now also adds Power Rangers, which Hasbro acquired from Saban Brands in 2018, and Baldur’s Gate 3 (one of the highest rated video games of all time, set in the D&D Universe) to the Fanattik portfolio.
The agreement also introduces new product categories including gifts, homewares, home décor and collectibles, plus opens up the Japanese market for several titles.
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Fanattik CEO Anthony Marks said: “We already supply pop culture retailers in Europe, Australasia, MENA and North America. Japan is a market we wanted to focus on with titles such as Magic: The Gathering, which is very popular in this market. This deal ticks all the boxes.”
Fanattik’s products are designed in the UK, with many ranges also manufactured locally. Export sales account for over 65% of the company’s turnover, making multi-territory licensing agreements essential to the ongoing success of its business model.
“Hasbro is an important licensor for us. We have flown out to Seattle to spend time with the creative team at Wizards of the Coast. It is important for my team to immerse themselves in each of the titles we work on to make sure the ranges hit home with the fans,” added Melissa Tudor, creative director at Fanattik.
Wizards of the Coast is a division of Hasbro that develops and publishes games that “inspire creativity, forge friendships and build communities of global fans.” Its best-known franchises Magic: The Gathering and Dungeons & Dragons.
Fanattik is a multi award-winning gift company, successfully working with licensors and retailers for almost twenty years, and the Fanattik creative team has been named one of the top 100 in the global licensing industry. A licensing partner for many of the world’s biggest film and video game studios from Netflix and Mattel to Microsoft and Capcom, Fanattik products can be found for sale as far afield as Hamleys in Dubai to Toys-R-Us in Canada.
