Hasbro Wins Battle For Teletubbies License Rights

Hasbro Inc. says it has won a multiyear license to make toys and games based on the children’s television series “Teletubbies.”

“Teletubbies,” aimed at children as young as 1 year, will be aired in the U.S. by the Public Broadcasting System starting in April. The show was created by New York-based Itsy Bitsy Entertainment Co. and already appears in the U.K.

The license calls for Hasbro to introduce soft toys, figures, games, puzzles, bath toys, juvenile products and infant-care products in the U.S. and Canada by late 1998.

“Teletubbies” products will be marketed under the Playskool, Playskool Baby, Milton Bradley and Parker Brothers brand names.

“It was important to find a partner who understands that young children need to be nurtured, not exploited,” said Kenn Viselman, president and chief executive of Itsy Bitsy Entertainment.

Shares of Pawtucket, Rhode Island-based Hasbro rose 15/16 to 29 13/16.