The Hasbro and Mattel team-up is real, as they signed a multi-year licensing agreement to make cross-over toys for some giant IPs.
These are basically the two biggest toy companies out there (at least in the USA) and are generally competitors and rivals. However, it seems like the recent drops in sales (and big movie releases) are making them come together. For now, it seems like the licensing deal will revolve around the companies’ movie releases this summer.
This isn’t something out of the ordinary right now, as many major brands have been leasing out their IP, and even Disney has leased out a bunch of their famous IP. Even GW is going to Amazon for its series despite having its own platform.
Hasbro & Mattel Team-Up to Make Movie-Focused Toys & Games
According to the Hollywood Reporter, they will be launching at least three new products together this year alone, but with this being a two-year deal, we expect to see much more than this. First, Hasbro will create Barbie-branded Monopoly games to launch in fall 2023.
Then, Mattel will produce Transformers-branded UNO games, which are set to release later this year (but no exact release date quite yet). Lastly, of the announced items, Transformers-branded Hot Wheels vehicles will come out sometime early in 2024.
Nick Karamanos, senior VP of entertainment partnerships at Mattel, said in a statement to the Hollywood Reporter:
We are excited to pair some of the most popular brands together for the first time. This collaboration features world-class IP, celebrates the timeless appeal of these brands, and creates unique play opportunities for fans.
This isn’t the craziest thing ever, but it does open up a lot of opportunities in the industry for other companies to team up and the two biggest rivals to work together to help rebound from the post-pandemic and current economic situation.
Perhaps we’ll see Magic the Gathering UNO cards or even Hot Wheels cars. Secret lair drops for Barbie, anyone?
What are your thoughts on the two rivals teaming up to help boost the movies and toys?
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About the Author: Travis Pasch
