- Hasbro (HAS, Financial) extends its strategic merchandising relationship with Disney for Star Wars and Marvel franchises.
- The agreement allows Hasbro to continue creating toys, collectibles, and games based on these iconic brands.
- Hasbro maintains separate licensing for integrating Marvel characters into the Magic: The Gathering card game.
Hasbro, Inc. (NASDAQ:HAS), a leading company in the games and toy industry, has announced the extension of its strategic relationship with Disney Consumer Products. This multi-year agreement allows Hasbro to continue its role in developing innovative toys and games for Disney's premier Star Wars and Marvel franchises. This continuation underscores Hasbro’s capabilities in delivering engaging play experiences for families and fans globally.
The extended agreement includes the development of a wide range of products, from action figures in The Black Series and The Vintage Collection to Lightsabers and other themed toys. Among its popular products, Hasbro has successfully attracted a massive following for its Marvel Legends action figures, featuring iconic characters like Spider-Man and Black Panther. These products are designed to engage not only kids but also preschoolers and beyond, providing a seamless integration of Star Wars and Marvel adventures into everyday play.
Furthermore, Hasbro sustains a separate licensing arrangement that brings Marvel characters into its Magic: The Gathering trading card game. This expansion highlights the depth and growth of Hasbro's relationship with Disney, setting the stage for future collaborations.
Tim Kilpin, President of Toys, Board Games, Licensing, and Entertainment at Hasbro, expressed his enthusiasm about deepening the relationship with Disney, noting the opportunity to generate fresh and exciting play experiences derived from the vast universes of Star Wars and Marvel. Likewise, Paul Gitter, Disney Consumer Products' Executive Vice President, emphasized the ongoing collaboration aimed at delivering innovative products that resonate with fans and bring them closer to their favorite stories and characters.
