Basic Fun! to launch reimagined Stretch Armstrong range later this year

Basic Fun! has signed a worldwide licensing agreement with Hasbro to manufacture and distribute classic and reimagined products under the Stretch Armstrong brand.

The company’s first Stretch Armstrong toys are expected to arrive at retailers worldwide starting in fall 2025. The range will feature super-stretchy multi-scale figures with a “power plasma” filling. Kids will be able to twist, battle, play and stretch them up to five times their size.

Basic Fun! has also partnered with several brands on co-branded Stretch Armstrong-inspired licensed character action figures.

“We are honoured to work with Hasbro to reimagine this legendary brand for a new generation of children, as well as long time kidult fans and collectors,” said Dan Westcott, Senior Vice President of Marketing at 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 favourite action figures.”

Bradley Bowman, Senior Director, Licensed Consumer Products, Global Toy at Hasbro, added: “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.”