Hasbro Extends Long-Running Strategic Relationship with Disney Consumer Products for Premier Star Wars and Marvel Franchises
by Jay Cochran
April 24, 2025
Hasbro, Inc. (NASDAQ:HAS), a leading games, IP and toy company, today announced a multi-year extension to its long-running relationship with Disney Consumer Products to continue creating innovative toys and games for premier brands, Star Wars and Marvel. This extension furthers Hasbro’s strategic merchandising relationship with Disney Consumer Products, allowing Hasbro to continue developing and manufacturing toys, collectibles, and board games based on new and classic Marvel and Star Wars entertainment.
Under the extended agreement, Hasbro will continue to develop a wide range of products for families and fans of all ages, based on the iconic brands. This includes bringing characters from the Star Wars galaxy to life in action figure form through the highly popular lines, The Black Series and The Vintage Collection, as well as engaging new generations of fans with Lightsabers™ toys and other kids’ and preschool toys themed around characters from Darth Vader to The Mandalorian. Hasbro has established a tremendous fanbase for its Marvel Legends action figure series, which showcases fan-favorite characters from the Marvel Universe like Spider-Man and Black Panther, while also creating fun and engaging products for preschoolers, kids and beyond, inspired by the hit Disney Jr. Animated series Marvel’s Spidey and his Amazing Friends and the upcoming Marvel’s Iron Man and his Awesome Friends. In addition to continuing its toy and games development with Disney, Hasbro also maintains its separate licensing arrangement with Disney that brings iconic Marvel characters into the Magic: The Gathering trading card game, further underscoring the depth and continued growth of their strategic relationship.
"It’s an honor to be able to deepen our relationship with Disney Consumer Products to create even more magical play experiences for consumers across the globe," said Tim Kilpin, Hasbro's President, Toys, Board Games, Licensing and Entertainment. "Star Wars and Marvel provide an extensive array of captivating content that gives us an unlimited trove of fresh ideas to create from. Our collaboration spans more than half a century, and we look forward to strengthening our relationship by bringing consumers everywhere brand-new play experiences tied to the exciting universes and characters of Star Wars and Marvel."
"We look forward to continuing to collaborate with Hasbro to evolve our expansive portfolio of Star Wars and Marvel toys that bring these iconic adventures into daily life," said Paul Gitter, Executive Vice President of Global Brand Commercialization at Disney Consumer Products. "From must-have collectibles to Lightsaber toys, we aim to push the boundaries of creativity to deliver innovative products and engaging play experiences that bring our fans closer to their favorite stories and characters."
STAR WARS and related properties are trademarks and/or copyrights, in the United States and other countries, of Lucasfilm Ltd. and/or its affiliates. © & TM Lucasfilm Ltd.
Comments...
On 6/25/2025 at 8:38 AM, tarot said:are you seriously using the boots of one figure to judge the rest of the line?
what, do you want a list or something?
On 6/25/2025 at 7:34 AM, SpiderS said:Speaking of boots, I'm absolutely judging Marvel Legends line for not having arrow tip boots sculpted when at least 40 percent of Marvel characters have them, painted on boot tips are shameful.
100%. Its utterly baffling, especially since these guys are so into reusage. And for the record, I repeat, I'm not against reuse when its done correctly.
Speaking of boots, I'm absolutely judging Marvel Legends line for not having arrow tip boots sculpted when at least 40 percent of Marvel characters have them, painted on boot tips are shameful.
tarot -
2025-06-25 @ 1:38 pm
On 6/25/2025 at 7:30 AM, Atlantis said:My brother. They couldn't get Marvel Girl's X-Factor boots painted on. At ALL.
I shudder to think what kind of slip-shod work would go thru for Jack of Hearts.
LOL ok I had to get that out there. IF they did him right he'd go great in an Iron Man wave; maybe the Space Armor, include Sunturion, Crimson Dynamo, Vanguard, Vostok, Darkstar but he MUST have his classic outfit.
are you seriously using the boots of one figure to judge the rest of the line?
On 6/25/2025 at 12:30 AM, Atlantis said:My brother. They couldn't get Marvel Girl's X-Factor boots painted on. At ALL.
I shudder to think what kind of slip-shod work would go thru for Jack of Hearts.
LOL ok I had to get that out there. IF they did him right he'd go great in an Iron Man wave; maybe the Space Armor, include Sunturion, Crimson Dynamo, Vanguard, Vostok, Darkstar but he MUST have his classic outfit.
They got Ikaris' paint apps clean and right--and he's about 2/3rds of the way to the paint apps for Jack of Hearts. I think JoH would be a banger-looing figure.
On 6/25/2025 at 2:30 AM, Atlantis said:My brother. They couldn't get Marvel Girl's X-Factor boots painted on. At ALL.
I shudder to think what kind of slip-shod work would go thru for Jack of Hearts.
LOL ok I had to get that out there. IF they did him right he'd go great in an Iron Man wave; maybe the Space Armor, include Sunturion, Crimson Dynamo, Vanguard, Vostok, Darkstar but he MUST have his classic outfit.
Jack of hearts in a Iron Man could work and correct if I'm wrong but isn't there an unspecified Iron Man wave in one of the leaks (can't remember if it was Jay's or DMB or somebody else) and if that is the case I don't see why not as he is very needed.
Thinking about Jack of Hearts just makes me want an In-betweener so much more idky every time I think of Jack I think of my guy In-betweener.
On 6/24/2025 at 6:07 PM, elongatedman said:I swear if we don't get jack of Hart soon I will riot in the street
My brother. They couldn't get Marvel Girl's X-Factor boots painted on. At ALL.
I shudder to think what kind of slip-shod work would go thru for Jack of Hearts.
LOL ok I had to get that out there. IF they did him right he'd go great in an Iron Man wave; maybe the Space Armor, include Sunturion, Crimson Dynamo, Vanguard, Vostok, Darkstar but he MUST have his classic outfit.
I swear if we don't get jack of Hart soon I will riot in the street
tarot -
2025-06-09 @ 7:08 am
On 6/9/2025 at 7:59 AM, MarvelousFan87 said:Happy to see them still making legends until 2026- so we still got a year and a half to go.
dude..... this is an old post. They have since announced that they are keeping the licence for longer. If you are going to answer every thread please check the newer ones first.
On 4/25/2025 at 6:35 AM, Jmacq1 said:I do have to wonder if the current trade situation might have changed the calculus on all this. Like maybe Hasbro and/or Disney were considering parting ways, but tariff concerns might have caused other bidders to drop out (because it currently would be very expensive for them to spin up new lines).
Probably reading too much into it though. It's likely as simple as "Both companies have had a bumpy road the last few years, but this partnership isn't broken so don't try fixing it until it is."
In the case of Marvel in particular, shifting licensees now would likely mean that there wouldn't be (toy) merch on shelves for at least a couple films, as there's usually a "gap" between one license ending and the new one beginning, and I could see Disney not wanting that to happen.
Also as much as the MCU has had a very rocky last few years, the prospect of toys for the next two Avengers films was probably too big to pass on given thats probably the closest guaranteed moneymaker Marvel has put out since Deadpool & Wolverine.
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