Hasbro and Mattel have announced a multi-year licensing agreement to create co-branded toys and games from some of their most popular brands. The collaboration includes the production of Transformers branded UNO games, slated for release later this year, and Transformers branded Hot Wheels vehicles, set to debut in early 2024, by Mattel. Hasbro will create Barbie branded Monopoly games expected to launch in fall 2023. The companies are launching this collaboration in conjunction with two major movie releases in the summer of 2023, 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.
“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.
Per Circana, Barbie, Hot Wheels, UNO, and Monopoly are the top-selling brands globally in their respective categories of dolls, vehicles, and board games.
Nick Karamanos, Senior Vice President of Entertainment Partnerships at Mattel, said, “We are excited to pair some of the most popular brands together for the first time. This collaboration features world-class IP [intellectual property], celebrates the timeless appeal of these brands, and creates unique play opportunities for fans.”
“Working with iconic brands in pop culture truly showcases our strategy in action, as we continue to expand our product experiences for audiences everywhere,” added Casey Collins.
