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

The Toy Titans inked groundbreaking licensing offers. | Supply: The Toy Ebook/Hasbro/Mattel

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 automobiles.

“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 attraction of those manufacturers, and creates distinctive play alternatives for followers.”

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

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

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