New Zelda Toys Coming
Hasbro and Nintendo Announce Multi-Year Licensing Deal for Legend of Zelda Toys Launching 2027
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Key Points
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The Hasbro–Nintendo Zelda partnership expands Hasbro’s licensing reach beyond Transformers and Nerf to include Magic: The Gathering, Dungeons & Dragons, Monopoly, Nerf, and Play-Doh, signaling a broader cross-brand strategy and potential for premium Zelda collectibles.
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The initial wave will comprise three 6-inch-scale figures, with Hasbro not yet revealing which characters will be included; the figures are set to be unveiled at San Diego Comic-Con 2026 before a 2027 launch.
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The project is framed alongside other Zelda milestones this year, including a 2027 remake of The Legend of Zelda: Ocarina of Time for Nintendo Switch 2.
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Hasbro’s financial coverage notes investor scrutiny around the move, with GF Score at 70/100 and insider activity showing 12 sell transactions in the past 12 months.
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A key quote accompanying the announcement emphasizes the collaboration's aim to blend Nintendo’s storytelling with Hasbro’s expertise in action and role-play to invite fans to play and imagine new adventures.
Hasbro and Nintendo have struck a multi-year licensing deal to produce The Legend of Zelda toys, with the first products set to launch in 2027, Kotaku reported. The partnership marks a major expansion for Hasbro beyond its core brands and arrives as the Zelda franchise celebrates its 40th anniversary.
The first reveal will come sooner. According to GameSpot, Hasbro plans to unveil three 6-inch figures at San Diego Comic-Con 2026, which runs July 23–26. Hasbro has not yet said which characters will appear in the initial wave.
What the Hasbro–Nintendo Deal Actually Includes
The partnership covers a wide range of Zelda products. Games Radar reported the deal includes action figures, plushies, and roleplay replicas. That means fans could expect everything from collectible shelf pieces to toys kids can actually play with.
Hasbro's Billy Lagor described the goal as pairing Nintendo's storytelling with Hasbro's expertise in action and role-play to "invite fans to play and imagine new adventures." The company already handles big licenses like Transformers, Nerf, Dungeons & Dragons, and Magic: The Gathering. Zelda now joins that roster.
SDCC 2026 Reveal Sets Up a Big 2027 Launch
The first three figures will debut at San Diego Comic-Con 2026 before going on sale in 2027, according to OtakuKart. Hasbro has kept the specific characters under wraps for now. The Comic-Con reveal strategy is a common move to build hype before a product hits shelves.
The 2027 launch window is no accident. 9to5toys noted the timing lines up with the release of a remake of The Legend of Zelda: Ocarina of Time for the Nintendo Switch 2. More Zelda in stores and on screens at the same time is a smart way to keep the franchise front and center.
Zelda's 40th Anniversary Makes This the Perfect Moment
The franchise turns 40 this year, and Nintendo is leaning into it. Alongside the Hasbro deal, a live-action Zelda film is planned for May 7, 2027. That puts toys, a blockbuster game, and a major movie all arriving within the same window, Kotaku noted.
For Hasbro, the timing matters financially too. The company has faced investor scrutiny in recent years. Adding a franchise as popular and enduring as Zelda to its licensing portfolio is a clear signal that Hasbro is betting on premium collectibles and gaming crossovers to drive future growth.
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