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Mattel and Hasbro strike licensing pact to create co-branded toys and games!


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Hasbro and Mattel have issued a joint press release about a licensing pact between the two they have struck to create co-branded toys and games! Read on the for details!

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.

*Source: Circana/Retail Tracking Service/G11/JAN-DEC 2022/Dolls & Vehicles Supercategories; Card Games & Family-Board Action Games Classes/Projected USD


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Could be interesting to see what comes of this besides what was stated already. Would love to see a Masters of the Universe collaboration with say Transformers or G.I Joe for instance. Ultimately this could just be for their board games mainly. Still awesome to see.

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