Rubies are expanding their portfolio once again with the exciting announcement of a partnership with leading toy and game company Hasbro.

The license agreement will see Rubies returning as the sole dress-up licensee in EMEA for Hasbro, bringing to life some of their most popular franchises, including TRANSFORMERS and POWER RANGERS.

Home to some of the biggest brands in the toy and entertainment industry, Hasbro has been creating memories for generations of children and their families through the wonder of storytelling and imaginative play for 100 years. From nostalgic childhood favourites to fresh content through theatrical and streaming platforms, the initial focus will be re-imagining designs from the TRANSFORMERS and POWER RANGERS franchises to reflect both popular classic and modern styles. The new costumes and accessory ranges will capture the most beloved characters from both brands, allowing fans of the series to dress up as their icons in new and innovative ways to enhance play value for consumers.


Fran Hales, Head of Portfolio and Marketing, Rubies: “We’re delighted to have Hasbro returning to work closely with Rubies as we expand our ever-growing range, with two of the biggest names in the toy market, TRANSFORMERS and POWER RANGERS. These legacy brands have already made their mark on pop culture, but we couldn’t be happier to be bringing new costumes and accessories to fans globally, putting a fresh and unique spin on much loved characters.”


Marianne James, Vice President, EMEA and Asia, Licensed Consumer Products, Hasbro: “With TRANSFORMERS turning 40 next year and POWER RANGERS having just celebrated its 30th anniversary in 2023, these beloved franchises carry rich history and continue to invite new fans to join in on the action. We are excited to reconnect with Rubies to deliver high-quality, stunning dress up experiences for our fans in EMEA.”


Rubies official licensed TRANSFORMERS and POWER RANGERS dress-up is currently in the early stages of development and will be released in 2024. For more information, please contact your account manager or the sales team.


About Hasbro

Hasbro is a leading toy and game company whose mission is to entertain and connect generations of fans through the wonder of storytelling and exhilaration of play. Hasbro delivers engaging brand experiences for global audiences through toys, consumer products, gaming and entertainment, with a portfolio of iconic brands including MAGIC: THE GATHERING, DUNGEONS & DRAGONS, Hasbro Gaming, NERF, TRANSFORMERS, PLAY-DOH and PEPPA PIG, as well as premier partner brands.


Hasbro is guided by our Purpose to create joy and community for all people around the world, one game, one toy, one story at a time. For more than a decade, Hasbro has been consistently recognized for its corporate citizenship, including being named one of the 100 Best Corporate Citizens by 3BL Media, one of the World’s Most Ethical Companies by Ethisphere Institute and one of the 50 Most Community-Minded Companies in the U.S. by the Civic 50. For more information, visit