Mattel, Hasbro Ink Licensing Pact to Create Co-Branded Toys and Video games • The Toy E book

Within the toy business, something can occur, together with a pact between legendary East Coast/West Coast rivals.

Following a behind-closed-doors sneak preview at Spielwarenmesse this yr, Mattel and Hasbro have made it official: The toy titans entered into multiyear licensing agreements to share a few of their largest properties to create co-branded toys and video games.

Starting this fall, Hasbro will provide Barbie-branded Monopoly Video games whereas Mattel will introduce Transformers-branded UNO video games. Then, in early 2024, Mattel will unveil a line of Transformers-branded Hot Wheels autos.

“We’re excited to pair a few of the hottest manufacturers collectively for the primary time,” says Nick Karamanos, Senior Vice President of Leisure Partnerships at Mattel. “This collaboration options world-class mental property (IP), celebrates the timeless enchantment of those manufacturers, and creates distinctive play alternatives for followers.”

This week’s announcement arrives forward of Q1 earnings for each firms.

“With the most important theatrical releases of the Transformers and Barbie motion pictures this summer time, we’re excited to convey brand-new play experiences to followers, households, and film and toy lovers all all over the world,” says Casey Collins, President, World Licensed Client Merchandise & Enterprise Improvement at Hasbro. “Working with iconic manufacturers in popular culture really showcases our technique in motion, as we proceed to broaden our product experiences for audiences in all places.”

Hasbro’s Transformers: Rise of the Beasts (Paramount) hits theaters on June 9 whereas Mattel’s Barbie (Warner Bros.) arrives on July 21.

Based on information from Circana, Barbie, Sizzling Wheels, UNO, and Monopoly are the top-selling manufacturers globally of their respective classes.

Keep on the Pulse of Play: Subscribe to The Toy E book!

Get six large problems with The Toy E book delivered direct to your door! Click here for subscription options. The Toy E book is the main commerce publication masking the toy business in North America since 1984. Need weekly updates and breaking information through electronic mail? Subscribe to The Toy Book’s Toy Report.