Green Brook, NJ - February, 2018 - STX Entertainment and Hasbro are joining forces in advance of the UglyDolls movie.
STX
has high hopes for the whimsically unconventional line of plush dolls
and it's enlisting Hasbro to be its global toy licensee. UglyDolls first
hit store shelves in 2001, the brainchild of David Horvath and Sun-Min
Kim.
Throughout their decade-plus history of adorable ugliness
the toys have been more a novelty item than a mass-market commodity. STX
wants to change that by working with Hasbro, one of the world's largest
toy manufacturers. Prior to the deal, Horvath and Kim had handled
manufacturing of the dolls before tapping Gund, a maker of plush
products, to create the items. That pact with Gund has expired. The
UglyDolls movie opens in 2019 and is being directed by Robert Rodriguez
("Spy Kids").
STX is a relatively new player in Hollywood. It
launched in 2014 and has produced such movies as "Bad Moms," "The Gift,"
and the upcoming Amy Schumer comedy "I Feel Pretty." Along with its
films, the company is backing such TV programs as "Valley of the Boom"
and also recently announced it is doing a virtual reality show with
Rodriguez and Michelle Rodriguez.
"When Robert Simonds conceived
of STX over three years ago, the idea was to build a global media
company with entertainment properties that could seamlessly move across
all platforms," said Adam Fogelson, Chairman of STXfilms, in a
statement. "In UglyDolls, we have exactly that - a universally appealing
brand with the potential to reach a massive audience on every screen
and experience, and a meaningful way into animation. It is incredibly
exciting to take this next big step with a company of Hasbro's global
reach, experience and influence to bring the 'Uglyverse' to longtime
fans and new audiences."
"UglyDolls is a brand with deep history
and tremendous equity, and we are thrilled to work with STX to bring the
Uglydolls story to life in all new ways via rich storytelling and
immersive play experiences," said Samantha Lomow, Senior Vice President
of Hasbro, in a statement.
The UglyDolls brain trust also praised the pact.
"Our
roots are deeply intertwined with a profound love for the toy
industry," said Horvath. "We've been fans of Hasbro's toy lines for
ages, and are great admirers of their creativity and aesthetic
sensibility. We are absolutely thrilled to be working with Hasbro and
STX Entertainment on the UglyDolls franchise."
In addition to the
upcoming feature film, STX has UglyDolls projects in the works across
the company's multiple divisions, including its television, virtual
reality, and games arms.
The global master toy deal between STX Entertainment and Hasbro was brokered by Stephanie Sperber at White Space Entertainment.
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