Hasbro and Mattel sign a licensing pact to create co-branded toys and games
Rumors of a buyout have swirled for quite some time but a deal of a different sort is happening between Hasbro and Mattel. The two companies have entered a multiyear licensing agreement to share their properties for co-branded games and toys.
That means you’ll soon be able to find Barbie-branded Monopoly launching in fall 2023 and Transformers-branded UNO coming later this year. Also coming is a Transformers-branded Hot Wheels line in early 2024.
The deal spins out of the two properties’ upcoming films, Transformers: Rise of the Beasts and Barbie, each of which come to theaters in the summer.