Never say never, but news have been officially announced that for the first time ever, Mattel and Hasbro are going to work together on various Co-branded Toys and Games. What is said to be aimed at mostly at licensing, they will be doing new crossover launches on various popular brands, including Transformers Hot Wheels releases in 2024. As stated in the official press release today:
PAWTUCKET, R.I., and EL SEGUNDO, Calif. – April 24, 2023 – Hasbro, Inc. (NASDAQ: HAS) and Mattel, Inc. (NASDAQ: MAT) today announced that they have entered into multi-year licensing agreements to create co-branded toys and games from some of their most popular brands.
Hasbro will create Barbie branded Monopoly games launching in fall 2023. Mattel will produce Transformers branded UNO games, slated for release later this year, and Transformers branded Hot Wheels vehicles, set to debut in early 2024.
Hasbro and Mattel are launching this collaboration against the backdrop of two major theatrical releases this summer, with Hasbro’s Transformers: Rise of the Beasts from Paramount on June 9, 2023, and Mattel’s Barbie from Warner Bros. on July 21, 2023.
“We are excited to pair some of the most popular brands together for the first time,” said Nick Karamanos, Senior Vice President of Entertainment Partnerships at Mattel. “This collaboration features world-class IP, celebrates the timeless appeal of these brands, and creates unique play opportunities for fans.”
“With the major theatrical releases of the Transformers and Barbie movies in summer 2023, we’re excited to bring brand-new play experiences to fans, families, and movie and toy lovers all around the world,” said Casey Collins, President, Global Licensed Consumer Products & Business Development. “Working with iconic brands in pop culture truly showcases our strategy in action, as we continue to expand our product experiences for audiences everywhere.”
Per Circana, Barbie, Hot Wheels, UNO, and Monopoly are the top-selling brands globally in their respective categories of dolls, vehicles, and board games.*
For updates, follow @Mattel and @Hasbro on Instagram and Facebook.
As far out as this news sounds, the rival companies have considered merging as recently as 2017. However, this is the first time we have seen an actual deal, with co-branded products between their iconic brands in games and toys. Who knows, don't be surprised if we see an Elita (Barbie) and Optimus (Ken) set, one day.
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