RI-based Hasbro has reached licensing agreements with
the NHL and NHLPA "that will broaden the company's portfolio
of sports toys and games," according to Joseph Pereira of
the WALL STREET JOURNAL. Hasbro had previous agreements
which "limited" the company's licenses to its Starting
Lineup brand, a category of collectibles "geared mostly to
older youths and adults." But the new deals allow Hasbro to
use NHL logos and team marks "on a wide range of toys" and
to make figurine likenesses of league players. While terms
of the deals were not disclosed, Hasbro "expects the
licenses to result in an additional" $100M in sales over
several years. The NHL and NHLPA will receive royalties for
the sales, which typically range between 8-14% in the toy
industry. Hasbro plans to make "bigger, more elaborate"
figurines of NHL stars such as Rangers C Wayne Gretzky and
Red Wings C Steve Yzerman (WALL STREET JOURNAL, 10/27).
PRO PLAYER REVELS IN NHL DEAL: Pro Player President &
COO Doug Kelly said that his company's licensing deal with
the NHL to manufacture and market NHL game/replica jerseys
is "likely to be worth" $30-40M, which would represent "as
much as" 20% of the company's current annual sales of $200M.
Pro Player National Sports Marketing Manager Neil Hernberg:
"This really authenticizes us" (BOSTON GLOBE, 10/27).
