Retro trend continues with Furby

New York— Hasbro Properties Group introduced two new brands and re-launched an old favorite during the Licensing Show held in June here.

Furby, the electronic furry creature that was popular in the late 1990s, is back and has evolved. The new Furby uses Hasbro's Emototronics technology, which combines advanced robotic technology, puppetry and realistic life-like reactions and movements. The product launch this fall is being accompanied by animated shorts on the Web site www.furby.com. The shorts preview a 44-minute animated film that will also be available in the fall.

Furby's licensing program includes a kids meal promotion in the fourth quarter as well as plans to seek licensees in the promotion, publishing, accessories and gaming categories.

Hasbro also debuted two new boys action brands, B-Daman and A.T.O.M.

B-Daman is based on an anime adventure property and animated television series out of Japan. The storyline focuses on the sport of marble shooting, while combining the strategy of trading-card games, the skill and competition of sports, and the play of traditional action figures. The B-Daman series debuted in the United States in April and airs on ABC Family and Toon Disney. Hasbro is looking to sign licensees in several product categories.

A.T.O.M , or Alpha Teens on Machines, is a European-based property that features five heroes who try to find 100 of the worst criminals in their city and the evil crime lord who freed them from prison. Hasbro holds the merchandise and promotional rights to A.T.O.M. and is looking to expand the property across Europe in key categories such as publishing and apparel this year and next spring.

A new and improved Furby is back this fall.