There will come a time when schematics are sold for around the prices of today's bulk goods -- Hasbro intends to be prepared for such an age and has partnered with 3D printing firm Shapeways to serve as a conduit to moderate the flow of 3D-printed items from artists using the toy company's licenses.
Dubbed SuperFanArt, Shapeways and Hasbro have partnered with five artists to deliver Hasbro-inspired artwork which can be produced to serve any level of consumer demand.
Hasbro said it will scrutinize each artist's submissions to ensure that the designs aren't offensive, but the artists were said to have the power to design almost anything they desired and sell the works for whatever price they deemed suitable.
John Frascotti, CMO of Hasbro, Inc., said his company has been researching 3D printing for some time and decided on the partnership with Shapeways because it will allow artists to produce items that weren't necessarily suitable for mass production.
"Many fans of our brands have remarkable creative talents and SuperFanArt empowers these artists to create unique expressions of Hasbro brands," said Frascotti. "By partnering with Shapeways, the largest online marketplace for custom 3D printed products, we are able to provide artists with an unprecedented opportunity and also provide brand enthusiasts with access to unique one-of-a-kind creations."
Peter Weijmarshausen, CEO of Shapeways, applauded Hasbro for enabling 3D printing, rather than attempting to prohibit it. He said the move was good for producers and consumers, because everyone gets what they want without getting into a fight.
"Hasbro has a rich portfolio of iconic brands and popular characters, and SuperFanArt is a great opportunity for the Shapeways community to design and create with fan favorites," said Weijmarshausen. "We've already seen a passionate My Little Pony following on Shapeways and are thrilled that Hasbro is opening its doors for the design community to actively work with a global brand. Shapeways enables anyone to get the products they want, and with this partnership, we can further expand this to fans to design products based on a major brand."
The SuperFanArt showcase has already been launched, with more art and artists to come. Hasbro said it would announce more opportunities for artists to work with SuperFanArt soon.
Hasbro said it had more than 200 licensees. The company used its My Little Pony brand to launch SuperFanArt, but promised that more of its brands were coming down the pipeline over the next few months. SuperFanArt's 3D printed figurines will be on display at Comic Con 2014 in San Diego, which runs from July 24 through 27.
