Hasbro and Mattel marry iconic brands with first co-licensing deals

With Transformers and Barbie hitting the big screen this summer, the competing toycos are teaming up for the first time to launch co-branded products.
April 24, 2023

Competing toycos Hasbro and Mattel have inked their first series of multi-year licensing agreements to co-create new toys and games based on their iconic brands.

Hasbro is kicking things off in the fall with a line of Barbie-branded Monopoly games for worldwide release. Mattel will follow up later in the year with Transformers-branded UNO games and a line of Transformers Hot Wheels in early 2024. 

Both companies are preparing for major theatrical releases this summer; Hasbro and Paramount will premiere Transformers: Rise of the Beasts on June 9, followed by Mattel/WBD’s Barbie on July 21.

Casey Collins, Hasbro’s president of global licensed consumer products and business development, said in a release that this deal will give both companies the opportunity to engage with more multi-generational audiences worldwide. And according to Illinois-based market research firm Circana (formerly the NPD Group), Hot Wheels (vehicles), Barbie (dolls) and UNO and Monopoly (board games) are the top-selling toy brands globally in their respective categories.

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