Hasbro Lets Consumers Design Their Own Toys Through 3D Printing

SuperFanArt site could give Hollywood a new way to engage fans through consumer-designed products

Hasbro to let consumers create their own toys through 3D printing.

Hasbro has paired up with Shapeways to launch SuperFanArt, a site through which fans of the company’s toys can create their own playthings with a 3D printer.

The companies are using My Little Pony to launch the effort, which if successful, could provide Hollywood’s studios and networks with ideas in how to put their brands in the hands of fans in a unique new way.

The SuperFanArt page enables consumers to create and share their designs and sell their 3D printed designs through Shapeways’ marketplace and community (see some of the items above).

Consumers can browse through the 3D printed products designed by the artists and then click through to each artist’s shop to place an order.

Some of the first My Little Pony creations, available on SuperFanArt will be shown at San Diego Comic-Con this week.

Three-dimensional printing has been used to turn raw materials into original products, from wedding rings to rocketships, model trains to iPhone cases, and prototypes for industrial engineering parts.

While Hasbro is starting with My Little Pony, its other brands will be added to SuperFanArt this year in the coming months. It also owns Transformers, Monopoly, Play-Doh, Magic: The Gathering, Littlest Pet Shop and Nerf.

“Many fans of our brands have remarkable creative talents and SuperFanArt empowers these artists to create unique expressions of Hasbro brands,” said John Frascotti, chief marketing officer of Hasbro. “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.”

A 30-year-old property, “My Little Pony Friendship Is Magic” series is airing in more than 170 countries, and the brand has more than 200 licensees spanning 17 countries.

While Hasbro sees the 3D printing effort as a way to get My Little Pony fans invested in the property, clearly has other applications for Hollywood’s content owners, as well, from their own toys to collectibles.

“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,” said Peter Weijmarshausen, CEO and co-founder of Shapeways.