Mattel and Hasbro Enter into Licensing Agreements for Barbie and Transformers

Hasbro and Mattel have announced multiyear licensing agreements to create co-branded toys and games from some of their most popular brands.

Hasbro will create Barbie-branded Monopoly games launching this fall. Mattel will produce Transformers-branded UNO games slated for release later this year and Transformers-branded Hot Wheels vehicles, set to debut early next year.

Hasbro and Mattel are launching this collaboration against the backdrop of two major theatrical releases this summer, with Hasbro’s “Transformers: Rise of the Beasts” from Paramount on June 9 and Mattel’s “Barbie” from Warner Bros. on July 21.

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

“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,” says Casey Collins, president, global licensed consumer products and business development, Hasbro. “Working with iconic brands in pop culture truly showcases our strategy in action, as we continue to expand our product experiences for audiences everywhere.”