Hasbro Partners with Shapeways to Sell 3D-Printed Models

Posted by at 10:43 am on July 21, 2014

The 3D printing industry has received a new and unlikely ally, with toy producer Hasbro working with Shapeways to offer printed models. The new site, SuperFanArt, will allow prospective designers to submit 3D models of Hasbro licensed characters for sale, in turn taking a cut of the profits, with Shapeways creating the plastic model for website customers.

Five artists will create the initial wave of models, reports the New York Times, with the group also setting the eventual price to customers, to mixed results. The first group of models cost around $60 on average, with the models ranging between $25 and $99, depending on the size and complexity. Hasbro will check and clear each model before they go up for sale, making sure they are not obscene or too far off-brand. While the service is open only to submissions for the My Little Pony franchise at present, Hasbro plans to expand the service to include more artists and brands, as well as taking advantage of Shapeways’ range of available materials.

My Little Pony

The partnership is notable, as large companies typically want tight control over established and highly-profitable brands. “Instead of trying to prohibit it, they’re enabling it, and I think that’s awesome,” said Shapeways chief executive Peter Weijmarshausen. “By embracing this new technology, it’s good for everybody. The end user is happy because he or she gets what they want, and we don’t get into a fight.”

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