Toy Fair 2025: Stretch Armstrong Gets a Makeover with Basic Fun

Basic Fun!, a global designer and marketer of toys and consumer products, announced today a worldwide licensing agreement with Hasbro, Inc. (NASDAQ: HAS), a leading toy and game company, to manufacture and distribute classic and reimagined products under the iconic STRETCH ARMSTRONG toy brand that originated the first super-stretchy action figure characters almost 50 years ago. Basic Fun!’s first STRETCH ARMSTRONG toys are expected to arrive at retailers worldwide starting in fall 2025.

The new STRETCH ARMSTRONG toy line will feature super-stretchy multi-scale figures with a unique “Power Plasma” filling, so kids can twist, battle, play and stretch them up to five times their size, then watch with amazement as they magically return to their original form again and again. Beyond offering the Classic STRETCH ARMSTRONG character design enjoyed by multiple generations, Basic Fun! is bringing an exciting “newstalgic” twist to this beloved brand with a reimagined STRETCH ARMSTRONG for today’s kids, as well.

“We are honored to work with Hasbro to reimagine this legendary brand for a new generation of children, as well as long time kidult fans and collectors,” stated Dan Westcott, Senior Vice President of Marketing, Basic Fun! “We share Hasbro’s passion for STRETCH ARMSTRONG and look forward to stretching the limits of this multigenerational phenomenon and creating new ways for kids to engage and play with their favorite action figures.”

In addition to the iconic Stretch Armstrong character and his nemesis Vac-Man, Basic Fun! has partnered with several leading entertainment brands on a co-branded portfolio of licensed STRETCH ARMSTRONG-inspired licensed character action figures, as well.

"At Hasbro, we're always looking for ways to bring our brands to life for new generations of fans. STRETCH ARMSTRONG has always been a symbol of fun, imagination and endless possibilities. Alongside Basic Fun!, who has done an incredible job reviving classic Hasbro properties like LITE-BRITE and TONKA, we're proud to reintroduce this timeless character with fresh features that open new ways to play. We can’t wait for kids to experience the fun of stretching, bending and creating their own epic adventures with this iconic hero,” said Bradley Bowman, Senior Director, Licensed Consumer Products, Global Toy at Hasbro.

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