A staple of classic play is getting a full relaunch in time for its 35th anniversary.
Wisconsin-based PlayMonster LLC inked a deal with Hasbro to bring the original Koosh back to retail next fall. Originally launched in 1986, Koosh won millions of fans with its signature item: a ball comprised of thousands of rubber filaments that kids of all ages can kick, bounce, jiggle, roll and squish.
“Koosh is set to be the ‘play all day’ brand that lives in the hands and homes of kids everywhere,” says Tim Kilpin, president of PlayMonster. “As we continue to expand our relationship with Hasbro, we are excited to be going into a new category and extending a powerful, nostalgic brand that is widely known and loved by consumers of all ages.”
PlayMonster plans to relaunch Koosh with line extensions beyond the original Koosh ball, including the Koosh Woosh, Koosh Paddle, and Mondo Koosh.
“The talented team at PlayMonster has a proven track record of tapping into nostalgia while innovating classic brands in response to how kids play today,” says Casey Collins, general manager and senior vice president of global consumer products at Hasbro. “We’re excited for people of all ages to experience all that Koosh has to offer next year.”
In recent years, PlayMonster has experienced rapid growth through strategic acquisitions — most notably Kahootz Toys, which it purchased last November. The company has expanded into new categories blending classic play with new innovations. The company has three offerings — Snap Ships, Drone Home, and Face Paintoos — that are currently in the running for the 2021 Toy of the Year (TOTY) Awards.