Jul. 13, 2022

Hasbro and Formlabs Partner to Bring Personalized Action Figures to Fans

Formlabs developed a new 3D printing material and workflow to enable global play and entertainment company Hasbro to create custom action figures at scale.

Somerville, MA & Pawtucket, RI, Jul. 13, 2022Formlabs, the leading 3D printing company, and Hasbro, Inc., today announced they partnered to bring the toymaker’s latest innovation, Hasbro Selfie Series, to market this fall. A revolutionary new personalization platform, the Hasbro Selfie Series project uses the power of Formlabs 3D printers to enable fans to create a collector-grade, six-inch action figure in their likeness. The process is simple – fans download the Hasbro Pulse mobile app (16+) available on Android and iOS, log into their Hasbro Selfie Series account, scan their face, customize their character and hairstyle, then sit back and wait for their custom action figure to arrive at their doorstep. The Hasbro Selfie Series line will debut with fan-favorite characters from G.I. JOE, Ghostbusters, Power Rangers, and more. (Only available to customers in the U.S.)

The two companies began working together in 2014 when Hasbro started using Formlabs 3D printers to rapidly prototype action figures. Now, the partnership has evolved from prototyping to end-product manufacturing, enabling fans to create personalized action figures based on classic to current characters seen across popular films, television series and comics. To bring the Hasbro Selfie Series idea from concept to reality, Hasbro utilized more than 30 Form 3 printers, a new resin developed by Formlabs’ material scientists, and a custom designed digital workflow. Formlabs also tailored its PreForm and Dashboard software specifically for Hasbro to further integrate Formlabs’ API into Hasbro’s other manufacturing functions.

Formlabs’ digital fabrication platforms enable any company to develop a scalable manufacturing workflow that enables mass customization. Through its high-performance printers, materials, and software, Formlabs is enabling the era of mass production and mass customization.

“Our work with Hasbro continues to evolve to be at the forefront of innovation,” said Max Lobovsky, CEO and co-founder of Formlabs. “3D printing has long been viewed as a prototyping tool, but the Hasbro Selfie Series personalization platform demonstrates that Formlabs enables end-product manufacturing at scale. I love making and personalizing things I use and am excited to see how fans react to this new 3D printing-powered experience.”

Patrick Marr, Sr Director Model Development, added: “The modern consumer demands a personalized approach to products that can be ordered from anywhere and quickly delivered. The scalability of Formlabs 3D printers has made them our ‘go-to’ partner for many product development projects within Hasbro. Thanks to Formlabs, we can take a customized, user-centric approach to product development, deepening the customer connection and strengthening brand loyalty.”

Fans attending San Diego Comic-Con (July 21-24) will have the opportunity to preview the Hasbro Selfie Series at Booth #3213, with a select number of fans each day being among the first to create and purchase their figures, shipping Fall 2022.

Creating a Hasbro Selfie Series figure will be through the Hasbro Pulse mobile app (US only).  For updates on the Hasbro Selfie Series project and its launch, visit www.hasbropulse.com/selfieseries. Click here for media assets and here for video.

About Formlabs
Formlabs is expanding access to digital fabrication, so anyone can make anything. Headquartered in Somerville, Massachusetts with offices in Germany, Japan, China, Singapore, Hungary, and North Carolina, Formlabs is the professional 3D printer of choice for engineers, designers, manufacturers, and decision makers around the globe. Formlabs products include the Form 3, Form 3B, Form 3L, and Form 3BL powered by an advanced form of stereolithography (SLA) called Low Force Stereolithography (LFS)™ 3D printing, Form Wash and Form Cure post-processing solutions, Fuse 1 SLS 3D printer, and Form Cell manufacturing solution. Through its Factory Solutions offering for industrial users, Formlabs provides the factories of tomorrow with the flexibility and versatility needed for demanding, evolving industrial applications. Formlabs also develops its own suite of high-performance materials that continue to push the boundaries for 3D printing, as well as best-in-class 3D printing software. For more information visit formlabs.com.

About Hasbro  
Hasbro (NASDAQ: HAS) is a global play and entertainment company committed to making the world a better place for all children, fans and families. Hasbro delivers immersive brand experiences for global audiences through consumer products, including toys and games; entertainment through eOne, its independent studio; and gaming, led by the team at Wizards of the Coast, an award-winning developer of tabletop and digital games best known for fantasy franchises MAGIC: THE GATHERING and DUNGEONS & DRAGONS.
The company’s unparalleled portfolio of approximately 1,500 brands includes MAGIC: THE GATHERING, NERF, MY LITTLE PONY, TRANSFORMERS, PLAY-DOH, MONOPOLY, BABY ALIVE, DUNGEONS & DRAGONS, POWER RANGERS, PEPPA PIG and PJ MASKS, as well as premier partner brands. For the past decade, Hasbro has been consistently recognized for its corporate citizenship, including being named one of the 100 Best Corporate Citizens by 3BL Media and one of the World’s Most Ethical Companies by Ethisphere Institute. Important business and brand updates are routinely shared on our Investor Relations website, Newsroom and social channels (@Hasbro on Twitter, Instagram, Facebook and LinkedIn.)
© 2022 Hasbro, Inc. All Rights Reserved.

Formlabs Media Contact
Meredith Chiricosta
BIGfish Communications for Formlabs
[email protected]