Master Chief has some unfinished business in the toy department.
More than 20 years after Halo: Combat Evolved launched alongside Microsoft‘s first Xbox video game console in 2001, Halo is a powerhouse franchise. Last year, Halo Infinite launched for the Xbox Series X|S reconnecting with longtime fans and ushering a new generation into a saga that extends beyond video games and into toys and other consumer products.
The Toy Book can exclusively reveal that Mattel and Microsoft have inked a multi-year extension of their global licensing agreement for Halo toys in select categories. The agreement includes exclusive rights in the construction and vehicles categories under the MEGA and Hot Wheels brands.
“We’re incredibly proud of our partnership with Mattel and MEGA, which we have built together for more than a decade,” says Microsoft’s Director of Halo and Xbox Consumer Products John Friend. “Extending our agreement means we can continue to fuel fan love for our universe, brick by brick, through the next wave of Halo growth.”
Halo first entered the construction aisle in 2008 in a deal with MEGA Brands, which Mattel acquired in 2014. MEGA, the No. 2 brand in the construction category worldwide, will continue to design and market MEGA Halo Building Sets that fans can use to build and customize locations, vehicles, and micro action figures inspired by the video games.
“We are proud to continue building this partnership with Microsoft to bring to life the characters, vehicles, and exhilarating moments from the Halo franchise for consumers in an inspiring and innovative line of toys,” says Mattel’s Senior Vice President of Entertainment Partnerships Nick Karamanos.
On March 24, a new chapter for the Halo franchise will begin when the live-action TV series Halo debuts on Paramount+. The first two episodes of the series premiered this week to audiences attending SXSW in Austin, Texas.
Last month, Mattel Chairman and CEO Ynon Kreiz declared that the company’s “turnaround is complete” and that it is now in growth mode following a 19% sales spike in 2021.
