Hasbro And Mattel Join Forces For A Cross-Brand Licensing Deal

Hasbro and Mattel have finally entered a special multi-year licensing agreement for cross-brand toys.

While Hasbro will bring Barbie-themed Monopoly, Mattel will bring Transformers-themed Uno and (more importantly) Hot Wheels.

“As the toy makers ramp up their Hollywood ambitions, Hasbro will create Barbie-branded Monopoly games to launch fall 2023, while Mattel will produce Transformers-branded UNO games set to release later this year. And Transformers-branded Hot Wheels vehicles will debut in early 2024.

“We are excited to pair some of the most popular brands together for the first time. This collaboration features world-class IP, celebrates the timeless appeal of these brands, and creates unique play opportunities for fans,” Nick Karamanos, senior vp of entertainment partnerships at Mattel, said in a statement.

“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 of global licensed consumer products and business development, in his own statement.”

While it is not explicitly mentioned, we expect G.I. Joe-themed Hot Wheels in near future as well.