National Jeweler Network

Market Developments

World Trade Jewelers now playing with Hasbro

2013-04-12

New York--For grown women today, it is jewelry that will inspire fits of nostalgia. For retailers, it represents a way to introduce a colorful new line that will catch the attention of a range of age groups.

On Thursday, New York-based World Trade Jewelers announced a partnership with Hasbro Inc. to create jewelry collections modeled after three of the toy and game company’s most iconic products: Scrabble, My Little Pony and Candy Land.

World Trade Jewelers CEO Murray Shabot said they were able to ink a deal with Hasbro because of the “phenomenal” success they’ve had in turning other American icons into jewelry, namely the line of jewelry modeled after Hershey’s Kiss candy and the Sweethearts jewelry collection released in partnership with Stuller.

“They’ve seen what we’ve done with Sweethearts and Hershey’s Kiss, the success that we’ve had with it,” he said.

World Trade Jewelers will create and distribute the jewelry to a network of more than 10,000 of its brick-and-mortar retail partners and to e-commerce sites. The company sees the audience for the collections as wide ranging, between “tweens”--young girls between the ages of about 8 and 12--and mature consumers, though the key targeted segment of the market is women between the ages of 24 and 34.

In other words: the jewelry is designed to appeal to both the children of today and the children of yesterday, who grew up with these games and toys, Shabot said.

“That’s what we’ve been trying to do with all the properties we’ve been partnering with,” he said, a reference to the Hershey’s Kiss and Sweethearts lines. “We have a lot of different markets for it.”

For the Scrabble line, World Trade Jewelers is creating initial pendants, bracelets and cufflinks in birchwood or mahogany modeled after the game’s letter tiles. The pieces will be framed with sterling silver or 14-karat gold and feature white and black diamonds.

The Scrabble collection will be the first of the three to launch and will be available at the upcoming Las Vegas jewelry shows. Prices range from $50 to $1,000.  

The jewelry collection for My Little Pony, a toy that first caught the attention of girls everywhere in 1983 and was re-introduced in 2003, is due for release this holiday season.

“It’s a huge, huge craze right now,” Shabot said of My Little Pony.

In addition to the figurines being re-introduced relatively recently, there also is a new animated series starring the small horses, “My Little Pony: Friendship is Magic,” which means children today will identify with the jewelry, as will the now-adult women who grew up with the toy and the show the first time around, in the 1980s and 1990s.

There’s also a slightly more unexpected segment of the population expected to embrace the My Little Pony jewelry: the Bronies, the name for the adult males who are My Little Pony fans. Shabot says they plan to make men’s pieces in the collection for the Bronie crowd.

For the Candy Land collection, pieces include gingerbread men made out of wood with enamel and bezel-set diamonds and gumdrops crafted of enamel with glitter as the sugar.

Retail prices for the collection, which will launch either with My Little Pony during the holiday season or in early 2014, start at less than $100.

Shabot said they also have the license to launch a collection based on another popular Hasbro game, Monopoly, though that line is still in development and won’t launch until late next year.