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Star Trek Boldly Goes To The Toy Aisle With Playmates

The rich world of the Star Wars Universe is coming to a toy store near you, as ViacomCBS Consumer Products announced a licensing deal with Playmates Toys.

ViacomCBS says it has awarded the global toy company with the licensing rights for action figures, vehicles and ships, role play and other toy categories for all Star Trek properties. Playmates will launch its new Star Trek toy line in 2022, following Star Trek’s entry into kids’ content with the premiere of Star Trek: Prodigy, the first Star Trek series aimed at younger audiences.

ViacomCBS says the qualities that attracted it to a deal with Playmates are its attention to brand detail, authentic portrait sculpting, and new product innovations it plans to introduce to its forthcoming Star Trek collections. Fans can look forward to a new lineup of action figures and accessories from Star Trek: Discovery, Star Trek: Lower Decks, Star Trek: Picard, and other Star Trek series throughout the universe coming soon, and future selections from the expansive Star Trek Universe of series and motion pictures, including the Paramount+ CG-animated series Star Trek: Prodigy produced by Nickelodeon Animation Studio and CBS Studios.

Details on forthcoming product lines from Playmates will be announced at a future date.

“As Star Trek readies to beam into the kids’ space for the first time with Star Trek: Prodigy on Paramount+, we are thrilled to also enter the toy aisle with Playmates, offering a new generation of fans out of this world toys that will allow them to embark on their own Star Trek adventures at home,” said Dion Vlachos, Executive Vice President of Hardlines and Retail for ViacomCBS Consumer Products. “Playmates Toys has deep experience in developing Star Trek figures and playsets. The expertise and ingenuity they plan to bring to figures, ships and more will elevate the play experience for kids and collectors alike.”

“We’re excited to be transported back into the Star Trek Universe, a brand and world that we know very well,” said Karl Aaronian, senior vice president, Playmates Toys. “Our product team includes some lifelong super fans, like me, and we are honored to join with ViacomCBS again to help further engage fans with the wealth of new content coming, as well as captivate a new generation of kids with the positive values that Gene Roddenberry introduced in his Trek world.”

Playmates was the master toy licensee for Star Trek from 1992–1999, launching award-winning collections of action figures and innovative accessories from Star Trek: The Next Generation, Star Trek: Deep Space Nine and classic Star Trek. In 2009, the company also released the official figures and accessories based on the J.J. Abrams Star Trek motion picture.

With a history of more than 50 years, Playmates Toys is among the most well-respected and innovative marketing and distribution companies in the global toy industry, with a proven record of creating imaginative products and developing and managing profitable, long-term brand franchises.  Some of the company’s key brands include Teenage Mutant Ninja Turtles, Spy Ninjas, Miraculous Ladybug, Godzilla vs. Kong, Ben 10 and more.

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