Hasbro Inks Strategic Partnership with Nintendo for Legend of Zelda Toys

Key Facts

In a move reflecting the strategy of major toy makers to leverage legendary IPs for sales growth, Hasbro has announced a multi-year licensing partnership with Nintendo to create a toy line based on the Legend of Zelda franchise. The collaboration aims to combine Hasbro's manufacturing prowess with Nintendo's iconic storytelling to revitalize the action figure segment. The first three figures from this collection are scheduled to be unveiled at the San Diego Comic Con in 2027.

This partnership comes as franchise-linked toy sales see significant momentum, with Hasbro seeking to offset previous sales slumps through high-profile licensing deals, similar to the success Mattel saw with the Barbie brand which reached record sales per market data. Legend of Zelda is regarded as one of the strongest brands in gaming, with its latest titles selling millions of copies worldwide, bolstering the long-term outlook for this collaboration.

Regarding stock performance, HAS traded at $80.51 (July 15, 2026), while Nintendo's 7974.T stood at 7,080 yen (close July 16, 2026). Investors will be watching for updates on production timelines, while monitoring upcoming consumer confidence data in the US and Europe to gauge purchasing power within the retail sector.