Hasbro, Inc. (NASDAQ: HAS) and Mattel, Inc. (NASDAQ: MAT) announced that they have entered into multi-year licensing agreements to create co-branded toys and games for Monopoly, UNO, Transformers, and Hot Wheels.
“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.”
Specifically, Hasbro will create a Barbie-branded version of its Monopoly games for release this fall. Mattel will similarly produce a Transformers branded UNO game this year, and will also release a Transformers branded slate of Hot Wheels vehicles in early 2024.
All this cross-branding magic comes against the backdrop of two major theatrical releases this summer, with Hasbro’s Transformers: Rise of the Beasts from Paramount debuting on June 9, and Mattel’s Barbie from Warner Bros. on July 21.
“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, Hasbro’s President of 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.”
According to the retail tracking service Circana, Barbie, Hot Wheels, UNO and Monopoly are the top selling brands in their respective categories.
Hasbro Celebrates 85 Years of Monopoly With Slate of Licensing Deals