Hasbro bolsters Baby Alive brand with YouTube series

“We are approaching this exciting new venture with the same discipline for quality, value, and speed to market that has always been our cornerstone,” said Joel Berger, Senior Vice President of Business Development at Just Play.

The range spans action figures, accessories, role-play toys and collectibles.

“Fish Fight takes classic outdoor games and gives them a comedy twist – because honestly, who doesn’t want to see a loved one squat and plop a fish from between their thighs?” said David McGranaghan, Co-Founder of McMiller.

“Plush is a core category for our business and Hug-A-Lumps is just getting started,” said Will Collinson, General Manager of Zuru UK & Europe.

Coolabi Group has also appointed Retail Monster as its US licensing agent for the brand.

“We designed the limited-edition anniversary doll with intention to highlight the defining details of this iconic heroine,” said Georgia Manolas Walker, Vice President of Marketing at Playmates Toys.