PDP hooks up with Hasbro for a few more years

by: Dan -
Performance Design Products (PDP) has signed a multi-year deal with Hasbro to create and market new gaming accessory products for the major platforms in addition to the iPod and cell phones. The agreement allows for PDP to continue to use the Nerf and Littlest Pet Shop brands as well as branding associated with the upcoming Transformers and GI Joe movies. Checking out their current Nerf lineup for Wii, it will be interesting to see how they carry this over to the Xbox 360 and PlayStation 3 beyond just controllers.
PDP and Hasbro Sign Multi-Year, Multi-Brand Licensing Deal

LOS ANGELES --(Business Wire)-- Feb 26, 2009 Performance Designed Products, LLC (“PDP”) and Hasbro (NYSE:HAS) have agreed to a multi-year, international license agreement that will allow for the creation of a new line of video gaming accessories and products for popular gaming devices, iPods and cell phones.

This new license agreement broadens the already successful business collaboration between PDP, the top gaming accessory provider, and Hasbro, a leader in games, toys, and entertainment products and services. The agreement includes international rights across many of Hasbro’s well-known brands.

“We are thrilled to enter into this agreement with PDP,” said Mark Blecher, senior vice president and general manager of digital media and gaming at Hasbro. “Hasbro’s goal as a brand-driven company is to selectively align ourselves with the best possible licensee partners. We have had a very successful relationship with PDP over the last three years and are looking to expand that success with this new deal.”

Upcoming projects for the year include video gaming accessories for the Nintendo DS, Wii, Xbox 360, and PlayStation 2 and 3 systems. These projects will include a new line of products for the NERF and LITTLEST PET SHOP brands, as well as products supporting the highly-anticipated movie and video game launches of “Transformers: Revenge of the Fallen” and “G.I. Joe: The Rise of Cobra.”

This international license agreement also expands the number of licensed accessory products for cell phones and Apple iPods and iPhones.

“We are always looking at ways to take PDP products to the next level,” said John Moore, vice president of marketing for PDP. “Hasbro is a strong company, and we are thrilled to be collaborating with them to bring great products to market this year.

“We have enjoyed working with Hasbro and are excited for the potential growth we will see in 2009 with this multi-brand license and the new product offerings,” added Moore.

PDP enjoyed a big year in 2008, with increased sales year over year compared with 2007. A significant part of that growth came from the successful launches of accessories using the NERF and LITTLEST PET SHOP brands.
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