Mattel and Hasbro Announce Collaboration Agreement

Mattel And Hasbro have officially entered into a multi-year licensing deal that will see the toy titans share some of their largest properties.

According to The Toy Book, the two toy companies will begin offering co-branded toys and games as early as this fall with Hasbro releasing Monopoly branded Barbie while Mattel will introduce the games ONE Transformers-branded. Mattel will also release a line of Transformers-branded Hot Wheels vehicles in early 2024. A behind-closed-door preview of the upcoming partnership was previously shown at the Nuremberg International Toy Fair in February 2023.

Statements by Nick Karamanos

“We are thrilled to be pairing some of the most famous brands together for the first time.” said Nick Karamanos, senior vice president of entertainment partnerships at Mattel. “This collaboration features world-class intellectual property, celebrates the timeless appeal of these brands, and creates unique play opportunities for fans.” BarbieHot Wheels, UNO and Monopoly are the top-selling brands globally in their respective categories, according to data obtained by Circana.

“With major theatrical releases of the Transformers and Barbie movies this summer, we are excited to bring new play experiences to fans, families, movie and toy lovers around the world”he has declared Casey CollinsPresident of Global Licensed Consumer Products and Business Development at Hasbro. “Working with iconic brands in pop culture really showcases our strategy, as we continue to expand our product experiences for audiences around the world.”

Margot Robbie And Ryan Gosling star in the upcoming Barbie movie as Barbie and Ken, respectively, with a supporting cast that includes Michael Cera, Emerald Fennell, Will Ferrell, Simu Liu, Issa Rae, Dua Lipa, and Kingsley Ben-Adir, among others. Transformers: Rise of the Beasts hits theaters June 9, followed by Barbie on July 21.