Hasbro forms partnership with World Trade Jewelers

HASBRO INC. and World Trade Jewelers have formed a partnership to create jewelry based on some of Hasbro's popular games - Candy Land, Scrabble and My Little Pony. Above is an example of a Candy Land-inspired item.
Posted 4/17/13

PAWTUCKET – Iconic toy- and game-maker Hasbro Inc. has formed a collaboration with World Trade Jewelers to create and distribute jewelry designs replicating some of Hasbro’s products.

“Jewelry retailers will recognize the power of Hasbro’s highly popular brands and see this as a huge opportunity,” Murray Shabot, CEO of World Trade, said in prepared remarks.

“Hasbro’s branded properties are legendary and proving extremely popular within our jewelry creations,” said Shabot, adding “consumers of all age groups immediately recognize the Candy Land, Scrabble and My Little Pony iconography, and will now be able to wear their favorite designs and themes within our licensed jewelry collections.”

The Scrabble products will include initial pendants, bracelets and cufflinks, among other future products. The Scrabble initial will appear in solid sterling silver featuring white or black diamonds, or as an actual scrabble tile in birch or mahogany wood framed with sterling silver of 14 karat gold.

The Candy Land product outline includes game-themed jewelry such as cupcakes that open to lockets, lollipops encircled with brightly colored diamonds and the use of “high fashion colors” of Swarovski crystals. The My Little Pony products were only described as “whimsical.”

All three jewelry collections are slated for a fall 2013 customer release, and World Trade said the targeted audience segment were U.S. females between 24 and 34.

World Trade, which is known for its creation of the Hershey’s Kiss and Sweethearts jewelry lines, said the Hasbro designs will be offered through a network of more than 10,000 brick and mortar retail partners and online sites.

“We selected World Trade because they have expertise in developing superior quality jewelry in a multitude of metals, fashion-focused color accents and price points — all aligned with complete marketing services,” Simon Waters, senior vice president of global brand licensing and publishing for Hasbro, said in a statement. “We believe fans of our beloved brands will enjoy this jewelry for many years to come.”

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