In the toy industry, anything can happen, including a pact between legendary East Coast/West Coast rivals.
Following a behind-closed-doors sneak preview at Spielwarenmesse this year, Mattel and Hasbro have made it official: The toy titans entered into multiyear licensing agreements to share some of their biggest properties to create co-branded toys and games.
Beginning this fall, Hasbro will offer Barbie-branded Monopoly Games while Mattel will introduce Transformers-branded UNO games. Then, in early 2024, Mattel will unveil a line of Transformers-branded Hot Wheels vehicles.
“We are excited to pair some of the most popular brands together for the first time,” says Nick Karamanos, Senior Vice President of Entertainment Partnerships at Mattel. “This collaboration features world-class intellectual property (IP), celebrates the timeless appeal of these brands, and creates unique play opportunities for fans.”
This week’s announcement arrives ahead of Q1 earnings for both companies.
“With the major theatrical releases of the Transformers and Barbie movies this summer, we’re excited to bring brand-new play experiences to fans, families, and movie and toy lovers all around the world,” says Casey Collins, President, Global Licensed Consumer Products & Business Development at Hasbro. “Working with iconic brands in pop culture truly showcases our strategy in action, as we continue to expand our product experiences for audiences everywhere.”
Hasbro’s Transformers: Rise of the Beasts (Paramount) hits theaters on June 9 while Mattel’s Barbie (Warner Bros.) arrives on July 21.
According to data from Circana, Barbie, Hot Wheels, UNO, and Monopoly are the top-selling brands globally in their respective categories.
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