Hasbro is expanding its collection of major entertainment licenses through a new partnership with Nintendo.
The toy company announced that it will produce a new line of merchandise based on Nintendo’s popular The Legend of Zelda franchise. According to Business Wire, the multiyear licensing agreement will begin in 2027, although fans will receive their first look at the toys later this month.
Hasbro plans to unveil three six-inch figures during San Diego Comic-Con, which runs from July 23 through July 26. The company did not reveal which characters will receive figures, but Link, Princess Zelda, and Ganondorf appear to be the most likely candidates.
Hasbro Looks Beyond Star Wars
The timing of the announcement is notable. Hasbro has a long history with Star Wars. However, this summer, The Mandalorian and Grogu significantly underperformed at the box office. Meanwhile, Nintendo and Illumination’s The Super Mario Galaxy Movie became one of the year’s biggest success stories.
With Sony’s live-action Legend of Zelda film set to hit theaters in April 2027, Hasbro appears to be looking for popular properties capable of moving merchandise.
Link and Zelda in the Legend of Zelda movie – Nintendo
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“For decades, The Legend of Zelda franchise has captivated fans through its deep lore, unforgettable characters and enduring sense of discovery,” Hasbro President of Toys and Board Games Billy Lagor said in the company’s announcement. “By combining Nintendo’s iconic storytelling with Hasbro’s leadership in action and role-play, we’re delivering toys that invite fans to play, explore and forge their own epic adventures.”
The partnership adds Nintendo to a Hasbro portfolio that already includes toys based on Star Wars and Marvel. Hasbro also owns brands including Transformers, G.I. Joe, Nerf, Play-Doh, Monopoly, Dungeons & Dragons, and Magic: The Gathering.
Mario and Luigi in the desert kingdom from the Super Mario Galaxy Movie Trailer – YouTube, Nintendo of America
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Nintendo has historically been more selective about licensing its characters than other entertainment companies. However, the video game giant has become increasingly willing to bring its properties beyond consoles through theme parks, merchandise, and theatrical films.
That strategy has already produced enormous results.
Nintendo’s Box Office Power
The Super Mario Galaxy Movie became the first 2026 release to surpass $1 billion worldwide. By comparison, Disney and Lucasfilm’s The Mandalorian and Grogu has earned approximately $342 million globally since arriving in theaters over Memorial Day weekend.
The Mandalorian and Grogu spying on enemies – YouTube, Star Wars
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Strong box office performance can translate into greater demand for toys and collectibles. Following the success of the two Super Mario films, Nintendo’s properties have demonstrated broad appeal extending well beyond gamers.
With The Legend of Zelda already enjoying decades of popularity and a live-action movie approaching, the partnership gives Hasbro an opportunity to capitalize on both an established fan base and the potential arrival of a much larger mainstream audience.
The Legend of Zelda Heads to Theaters
Early production images from the upcoming film have been well received. Bo Bragason has been cast as Princess Zelda, with Benjamin Evan Ainsworth taking on the role of Link. Although story details remain under wraps, Nintendo’s direct involvement suggests a strong commitment to the source material.
Bo Bragason as Zelda in the Legend of Zelda movie – Nintendo
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Nintendo has not said whether Hasbro’s figures will be based on the video games, the upcoming film, or both. More information will likely be revealed when Hasbro presents the first three figures at San Diego Comic-Con. Whether not other Nintendo properties are in development also remains to be seen.
Regardless, the deal shows that Hasbro is looking beyond its familiar Star Wars and Marvel partnerships as Nintendo emerges as one of entertainment’s most valuable brands.
Will you be picking up The Legend of Zelda toys from Hasbro? Sound off and let us know!
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