The Loyal Subjects enters multi-property licensing deal with Hasbro
The Loyal Subjects (TLS) has entered a multi-property licensing deal with Hasbro, a leading toy and game company, to serve up some of Hasbro’s most memorable, heart-felt, iconic brands including POPPLES, MY PET MONSTER, JEM AND THE HOLOGRAMS, PLAYSKOOL MY BUDDY, R.O.M. and M.A.S.K.
The collaboration between TLS and Hasbro is a great fit, bringing together two imaginative companies with shared values. TLS has the manufacturing expertise, an extraordinarily strong Product Development art-house with increasing distribution capabilities and a rich portfolio of customers across all channels.
“Nearly 2 decades in the toy industry and 45 years of being a kid at heart has led me to this epic adventure,” said Ben Montano, Senior Vice President, and General Manager of TLS. “I am so fortunate to join alongside such amazing brand stewards, harnessing the vibes and soul of each brand in the portfolio and creating incredible toys that connect emotionally with generations of consumers. The collection of Hasbro brands that we have the incredible opportunity to reimagine is mind numbing.”
Formerly of Hasbro, Montano leads TLS as Senior Vice President and General Manager, formulating effective strategies across the business. Dina Al Rifai has also joined TLS as Creative Director. Dina’s astute creative talent and leadership will drive the TLS product development into a new era with stronger appeal, and richer experiences for all customers.
“Joining The Loyal Subjects as Creative Director feels like the ultimate adventure for an 80s baby. I’m thrilled to bring my passion and enthusiasm of toys to a group that so perfectly blends talent and imagination,” said Dina Al Rifai, Creative Director, TLS , “TLS stands out in the toy world – we’re not just another toy company, but a hub of boundless creativity where innovation knows no limits. I have no doubt that the TLS team will bring that magic back to life for a new generation of toy lovers, all while setting new standards for what’s possible in the world of toys.”
Marking the 40th anniversary of M.A.S.K., JEM AND THE HOLOGRAMS and PLAYSKOOL MY BUDDY, 2025 will be a celebration of pure nostalgic love for these classic brands and their iconic toys.
“It has been very special to team up with TLS for this exciting multi-property deal. By working with a brand renowned for its innovation and dedication to quality, we are bringing new life to some of Hasbro’s most cherished heritage brands,” said Bradley Bowman, Senior Licensing Director at Hasbro. “This collaboration not only honors the rich legacy of these beloved properties but also promises to deliver exceptional and nostalgic experiences to fans old and new. We look forward to seeing these classic characters and stories reimagined with TLS’ unique touch.”
On February 1, 2025, Walmart will be releasing PLAYSKOOL MY BUDDY and JEM AND THE HOLOGRAMS, through this retro-reimagined approach. Both beloved brands will have exciting innovations and updates. Everyone knows PLAYSKOOL MY BUDDY – a magnet for emotions and rich memories. Bring back all the good feels with an 18” remake of the original. With the rockstar extraordinaire, JEM AND THE HOLOGRAMS, be prepared to be wowed with some fashion and accessory innovations and updates, including the theme song, which is available through a push of the button in the base of the doll stand! JEM stands at 12” tall, 14” with that brilliant 80’s rocker do.
New M.A.S.K. offerings will be released in summer 2025 and will replicate the originals, but with modern upgrades that fans will have a blast with. The new POPPLES and MY PET MONSTER products will also start to release in fall 2025.
