The Force is strong with Hasbro as the company inked an extended licensing deal with Lucasfilm.
Under the revised agreement, Hasbro will serve as the master toy licensee for both the Star Wars and Indiana Jones franchises.
During Toy Fair New York 2020, Hasbro and The Walt Disney Co. — which acquired Star Wars owner Lucasfilm Ltd. in 2012 — revealed a renewal and extension of their “strategic merchandising relationship” for the Star Wars and Marvel franchises. The carefully worded announcement was conspicuously missing a “master toy partner” designation for Star Wars.
“We’re proud to deepen our close working relationship and collaborate with the Disney team to bring innovative and engaging play experiences to kids, fans, and families inspired by some of the world’s most iconic entertainment brands,” says Eric Nyman, chief consumer officer, Hasbro. “In addition to a slate of new collectibles, figures, role play gear, and games for Star Wars and Marvel, it’s an honor to bring Indiana Jones back to Hasbro and help introduce the beloved franchise to a new generation of fans.”
The addition of Indiana Jones to the Hasbro portfolio will see the release of a new toy line set to launch next year alongside the fifth Indiana Jones feature film. The company previously produced toys for Indiana Jones and the Kingdom of the Crystal Skull in 2008, but the lineage runs deeper.
Kenner — now a part of Hasbro — was the master toy licensee for Indiana Jones in the early 1980s and made toys inspired by Raiders of the Lost Ark from 1982-1983. While the line was short-lived, it has since become popular with collectors. The original line was done in the 3.75-inch scale and was compatible with the Kenner Star Wars collection.
As announced earlier this month, Nyman will become Hasbro’s president and chief operating officer beginning Feb. 25.
