Hasbro Selects Just Play as Master Toy Licensee for FurReal

Leading global toy company Just Play has announced a worldwide master toy licensing agreement with Hasbro, a global branded entertainment leader, for its FurReal brand. Just Play's FurReal pets product line will launch globally in 2024 with a whole new collection of interactive pets.  

With authentic animatronic features that mimic the mannerisms and behaviors of both real animals and mythical creatures, the FurReal brand has led the interactive pets category for over eighteen years, selling over 100 million pets in more than 75 countries. Millions of children worldwide have learned about animals and pet care while nurturing their beloved FurReal friends.

Jess Richardson, VP, Global Toys and Games, Licensed Consumer Products at Hasbro said, "We're excited to work with Just Play on another one of our beloved brands because of the confidence we have in the imaginative toy lines and rich experiences they've been able to create in this industry. We know they'll do the same for FurReal with products that inspire new experiences for kids and their plush pets."

"FurReal is a brand that connects with children everywhere because of the magical interactions and emotional bond that Hasbro has brought to life in adorable pet plush. We're thrilled that Hasbro is passing the torch to us to continue this incredible legacy of innovation in pet and nurture play," said Sunny Lauridsen, Senior VP of Brand Strategy and Licensing at Just Play.