Wednesday, April 10, 2013

Aurora World Inks Licensing Deal with Hasbro

Aurora World Inc. ( announced a new licensing agreement with Hasbro, Inc. to launch a brand new line of soft and sparkly My Little Pony plush. Aurora’s ponies are based on the My Little PONY brand that has brought fun, friendship & joy to millions of kids of all ages around the globe. The “My Little Pony: Friendship is Magic” animated series is created by Hasbro Studios and is currently airing on The Hub TV Network in the United States, Treehouse Network in Canada and can be seen globally in over 170 countries. The relationship between Aurora and Hasbro expands as the companies teamed up in 2012 to introduce a new line of Raggedy Ann and Raggedy Andy dolls to the specialty market. “We are thrilled to work with Hasbro again and just as excited to introduce our My Little Pony plush toys to multi-generational fans and collectors. The line is designed to appeal to all ages that embrace the My Little Pony brand,” says Michael Kessler, Aurora’s senior vice president of sales and marketing. 

“Aurora is committed to making the My Little Pony brand relevant to today’s soft toy consumer,” says Lynda Connell, Director: Toy and Game Licensing. “Aurora’s new plush ponies make a great gift and companion. It’s a fun way for friends to show each other the magic of friendship and that they will always be there for each other.”

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