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

toynewman - April 24, 2023
BREAKING NEWS: As first reported by the ToyBook, Mattel and Hasbro have struck licensing pact to create co-branded toys and games! Stay on the for details!

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.”
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Last 10 comments - ( Read All Posts )
cvg_1109448213 - 2023-04-28 @ 12:19 am

Yeah, probably just for simple crossbranded things like Barbie Monopoly, but we can dream...

SpiderS - 2023-04-26 @ 5:51 pm

I wonder if by this they are tasting waters for merger that was rumored in the past, which is hardly surprising with mergers happening all across the market.

MagnaPrime - 2023-04-26 @ 2:45 am

Man, if we can get some motu and transformers crossovers..... I'm not sure my wife is that understanding

ransomz - 2023-04-24 @ 11:56 pm
6 hours ago, ChrisMOTUFAN said:


Just what I was thinking!

ChrisMOTUFAN - 2023-04-24 @ 8:07 pm
19 minutes ago, Artoyz said:


Could be great..but probably wont!

Lol yep.

Man that would be insane if hasbro made motu/motu related figs! That's a line I'd collect!

Artoyz - 2023-04-24 @ 7:45 pm
2 hours ago, ChrisMOTUFAN said:



Could be great..but probably wont!

80sboy4 - 2023-04-24 @ 6:49 pm

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.

ChrisMOTUFAN - 2023-04-24 @ 5:43 pm


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