Just Play Drafts Deal as Master Toy Licensee for Hasbro's Iconic Easy-Bake Brand

Leading global toy company Just Play has announced a worldwide master toy licensing agreement with Hasbro, a global branded entertainment leader, for its iconic EASY-BAKE brand. Just Play's product line of EASY-BAKE ovens, baking sets, and accessories is expected to launch at retail in select markets in 2024.

The EASY-BAKE Ultimate Oven toy, refill treat packs and recipes have been a pop culture staple since their introduction in 1963 and continue to be among Hasbro's top-selling items today. Over 50 years, more than 30 million EASY-BAKE brand ovens have been sold and more than 150 million mix refills have been used by bakers-in-the-making.

Jess Richardson, VP, Global Toys and Games, Licensed Consumer Products at Hasbro said, "We're excited to welcome Just Play to our EASY-BAKE brand kitchen. As part of our Blueprint 2.0 strategy, Hasbro is focused on bringing classic brands like EASY-BAKE to licensed-out models so that we can unlock their full potential. I'm confident that Just Play will do just that and mix things up for the EASY-BAKE brand by delivering innovative and tasty new products that will allow aspiring young bakers and makers all over the world to create delicious and beautiful masterpieces within the long-standing tradition of the brand."

Sunny Lauridsen, Senior VP of Brand Strategy and Licensing at Just Play added, "It's a real treat for Just Play to enjoy a multi-layered relationship with Hasbro and to be chosen to introduce the next generation to the iconic EASY-BAKE brand. We look forward to serving up many years of EASY-BAKE brand creative food fun."