By Allison Watkinson
TLL Reporter
Just Play has reached a worldwide master toy licensing agreement with Hasbro for the company’s long-standing Easy-Bake brand.
The Easy-Bake Ultimate Oven toy, refill treat packs and recipes were originally introduced in 1963 and continue to be among Hasbro’s top-selling items today.
Hasbro is a global entertainment conglomerate that delivers branded experiences through gaming, consumer products and entertainment content.
“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,” said Hasbro’s Jess Richardson.
“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.”
Just Play is a global toy company that manufactures a broad range of children’s consumer goods including figures, playsets, dolls, plush, role-play and dress-up. Just Play was founded by Charlie Emby and Geoffrey Greenberg in 2010.
“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,” said Sunny Lauridsen, Senior Vice President at Just Play.
“We look forward to serving up many years of Easy-Bake brand creative food fun.”
Just Play’s new licensed product line of Easy-Bake ovens, baking sets and accessories are expected to launch at retail in select markets beginning in 2024.