The NFL and R.I.-based Hasbro have entered into a
multi-year major toy and game partnership which will see
products produced bearing the logos of the NFL and its
member clubs under such brand names as Nerf, Parker Bros.,
Kenner, Starting Lineup and Milton Bradley. The partnership
also includes an agreement between Hasbro and the NFL
Quarterback Club, whereby Hasbro will produce toys and games
bearing the likeness of the top names in football, including
Brett Favre, Troy Aikman and Steve Young. The first
products will be an expanded assortment of Hasbro's Starting
Lineup figures. Hasbro will also offer a first-time
assortment of larger figures called "Gridiron Greats," as
well as a series featuring NFL players from the past called
"Timeless Legends." A more comprehensive product selection
will be available to consumers in the Fall of '98 (NFL).
ON THE STREET: Stefan Fatsis writes in the WALL STREET
JOURNAL that according to "people familiar with the deal,"
the NFL will get $6-10M in guaranteed payments from Hasbro,
plus product royalties, in the four-year deal. Analysts
call the pact "the broadest alliance yet" between a pro
sports league and a toy company, and Fatsis writes that the
alliance "is designed to dovetail with a league effort to
increase youth interest in football." Hasbro President of
Brand Marketing & Product Development Ginger Kent said that
Hasbro would attempt to "expand business in the preteen and
teenage markets" via the deal (WALL STREET JOURNAL, 8/21).
