By Gary Symons
TLL Editor in Chief
Toy and entertainment giants Hasbro and Spin Master are teaming up for some high-profile monkey business.
Habro announced this week it has awarded a global licensing agreement to Spin Master for its venerable Barrel of Monkeys game.
“We are thrilled to work with Spin Master to help elevate one of our most beloved games, Barrel of Monkeys, and unlock new experiences that honor the original,” said Jess Richardson, VP, Global Toy & Game, Licensed Consumer Products at Hasbro. “We know Barrel of Monkeys is in good hands, alongside Spin Master’s award-winning portfolio, and we look forward to the exciting opportunities that lie ahead for this classic brand.”
It’s an unusual move, as Hasbro and Spin Master are also competitors in both the toy and entertainment space. They are both among the world’s largest toy companies, and both produce highly popular and profitable films and TV series.
But, on the other hand … monkeys.
Hasbro says it’s giving Spin Master the job of innovating on the game, which was originally created by Lakeside Toys in 1965. Spin Master’s task will be to deliver new play experiences based on the Barrel of Monkeys concept and IP, and to expand retailer distribution leveraging its own global footprint.
If you’ve never played or seen Barrel of Monkeys, it’s a simple ‘pick-up’ game in which each monkey can join to others using their long monkey arms. Players try to pick up as many monkeys as possible by holding a single monkey. It was named one of the Top 100 games of all times by TIME Magazine, Barrel of Monkeys gained huge popularity in the 1960s and beyond as it was paired with the cheeky brand promise “More fun than a barrel of monkeys.”
“Barrel of Monkeys is just iconic, from the shape of the monkeys and instantly recognizable barrel to the classic pick-up play pattern,” said Adam Hyman, Spin Master’s Vice President of Marketing and Global Business Unit Lead, Games. “Our teams can’t wait to be in the monkey business and are ready to innovate all new ways to play while maintaining the integrity of the game’s classic design.”
The licensing agreement commences Jan. 1, 2024 with Spin Master’s Barrel of Monkeys games expected to launch in Spring 2024.