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NBA, NBA Players Association team up with Hasbro

For the marketing campaign, Hasbro is also collaborating with OneTeam Partners.

Hasbro has announced a collaboration with the National Basketball Association (NBA) and the National Basketball Players Association (NBPA). The organizations are teaming up for the re-launch of Starting Lineup. The Starting Lineup is a brand of sports action figures that was first made by Kenner and then by Hasbro from 1988 until 2001.

Hasbro, Inc. is a toy, board game, and media company based in Pawtucket, Rhode Island. Hasbro is the owner of the Kenner, Parker Brothers and Milton Bradley brands, among others.

The Starting Lineup brand, which will launch this fall in collaboration with Fanatics, will feature legendary NBA superstars as part of its first wave of figures and will be available for pre-order beginning September 22 exclusively on Hasbro Pulse and across the Fanatics network of online sites.

In addition to the Starting Lineup collectible, a unique, fully licensed Panini NBA trading card will be included in the packs.

For more than a decade, the Starting Lineup brand has made a name for itself and built a community by bringing figures of the fans’ favourite superstar players along with a trading card. For the marketing campaign, Hasbro is also collaborating with OneTeam Partners, a Washington, D.C. based firm.

Eric Nyman, President and COO of Hasbro said, “The NBA and NBPA are tremendous partners for the return of the Starting Lineup brand, and we cannot wait for fans to experience some of the biggest names in the league as action figures.

“The return of one of the most beloved sports collectibles brands of all time would not be complete without the inclusion of fan-favorite NBA superstars.”

Brian Keegan, Head of Trading Cards, Memorabilia and Hardgoods at the NBA said, “We look forward to the relaunch of Starting Lineup in the coming months as we meet the excitement of our fans and additionally introduce a new generation to these collectibles.

“Through our partnership with Hasbro, these figures provide our fans a unique opportunity to build upon their connection to our game and their favorite players.”

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