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.
RELATED: Backstory: UNO Racing — A High Octane Chapter for UNO and International Games
“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.”
On 4/27/2023 at 3:24 PM, TheArrow said:I'm not so sure.........there's a precedent for one of them: Mattel did a cross-over between MOTU and DCUC, the latter being a licensed brand at the time.Both Hasbro and Mattel could well have cross-promotion clauses in their licensing agreements.
True but at the time Mattel had the DC licence at the time so they could it, the same way Hasbro have done Transformers Crossover with brands they had.
On 4/27/2023 at 1:28 AM, leokearon said:Yeah, this is only going to apply to their own brands not licences
I'm not so sure.........there's a precedent for one of them: Mattel did a cross-over between MOTU and DCUC, the latter being a licensed brand at the time.Both Hasbro and Mattel could well have cross-promotion clauses in their licensing agreements.
On 4/25/2023 at 10:29 PM, tarot said:Yeah I agree. This will have nothing to do with the Marvel, Star Wars or Indiana Jones license. Hasbro doesn't have the right to license those off those properties as that a matter for Disney.
Yeah, this is only going to apply to their own brands not licences
Would have been really cool if they did a Marvel MOTU Style line, I'd have been all over that, Masters of The Marvel Universe I'd call it, I'd buy every figure.
On 4/25/2023 at 9:48 PM, McHogan said:I honestly don't see this as news in regards to Marvel Legends. But I guess we will see. Be alright to get a surprise out of this
Yeah I agree. This will have nothing to do with the Marvel, Star Wars or Indiana Jones license. Hasbro doesn't have the right to license those off those properties as that a matter for Disney.
I honestly don't see this as news in regards to Marvel Legends. But I guess we will see. Be alright to get a surprise out of this
Maybe would have been more exciting if Mattel still had the DC license....could you imagine Amalgam Comic figs!
GI Joe Hot Wheels. Maybe a commemorative 12" GI joe and Barbie set, LOL.
Not sure where this will lead barring maybe a He-Man TF Crossover figure
Interested to see where this goes.
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