Hasbro signals openness to Nintendo collaborations following LEGO's NES set and Super Mario range
Hasbro, owner of the Transformers brand, has confirmed it is open to partnerships with video game companies after seeing continued interest in toy-and-game crossovers such as LEGO’s Nintendo Entertainment System buildable set and the LEGO Super Mario line.
The remarks come in an interview with Transformers World and underscore an ongoing trend of licensed collaborations between toy makers and video-game publishers.
A Hasbro representative told Transformers World that the company sees collaboration opportunities as growing and that it wants to work with video-game companies.
The representative referenced LEGO’s high-profile partnership with Nintendo — which produced a buildable NES system and a separate Super Mario product line — as an example of the kinds of crossovers Hasbro would consider.
The spokesperson added that Hasbro would welcome partnerships with companies across the industry, including console makers, to create collectible, game-adjacent products.
Historically, Japan has seen Transformers-branded consumer electronics before.
In 2014, TakaraTomy — a longtime manufacturing partner for Hasbro’s Transformers in Japan — produced Japan-only Transformers items modeled after gaming hardware: an Optimus Prime PlayStation and a Megatron Mega Drive.
Those products were not released outside Japan.
TakaraTomy has also produced Transformers toys tied to Capcom’s Street Fighter series in previous collaborations.
When asked about the possibility of a Transformers crossover with other major franchises, including a hypothetical “Transformers Pokémon” line, Hasbro’s representative expressed enthusiasm, describing the idea as an appealing opportunity that could attract new collector audiences.
These comments arrive amid a broader market where cross-media tie-ins are common: LEGO’s Nintendo Entertainment System set and the LEGO Super Mario subline both launched in 2020 and helped normalize premium toy-and-game collaborations.
For collectors and industry observers, Hasbro’s statements confirm the company is actively exploring similar opportunities with established game publishers and console manufacturers.
Any future partnership between Hasbro and a video-game company would likely be announced through the companies’ official channels, such as Nintendo Direct presentations, press releases, or product listings on storefronts like the Nintendo eShop or major retail partners.
Hasbro, owner of the Transformers brand, has confirmed it is open to partnerships with video game companies after seeing continued interest in toy-and-game crossovers such as LEGO’s Nintendo Entertainment System buildable set and the LEGO Super Mario line.
The remarks come in an interview with Transformers World and underscore an ongoing trend of licensed collaborations between toy makers and video-game publishers.
A Hasbro representative told Transformers World that the company sees collaboration opportunities as growing and that it wants to work with video-game companies.
The representative referenced LEGO’s high-profile partnership with Nintendo — which produced a buildable NES system and a separate Super Mario product line — as an example of the kinds of crossovers Hasbro would consider.
The spokesperson added that Hasbro would welcome partnerships with companies across the industry, including console makers, to create collectible, game-adjacent products.
Historically, Japan has seen Transformers-branded consumer electronics before.
In 2014, TakaraTomy — a longtime manufacturing partner for Hasbro’s Transformers in Japan — produced Japan-only Transformers items modeled after gaming hardware: an Optimus Prime PlayStation and a Megatron Mega Drive.
Those products were not released outside Japan.
TakaraTomy has also produced Transformers toys tied to Capcom’s Street Fighter series in previous collaborations.
When asked about the possibility of a Transformers crossover with other major franchises, including a hypothetical “Transformers Pokémon” line, Hasbro’s representative expressed enthusiasm, describing the idea as an appealing opportunity that could attract new collector audiences.
These comments arrive amid a broader market where cross-media tie-ins are common: LEGO’s Nintendo Entertainment System set and the LEGO Super Mario subline both launched in 2020 and helped normalize premium toy-and-game collaborations.
For collectors and industry observers, Hasbro’s statements confirm the company is actively exploring similar opportunities with established game publishers and console manufacturers.
Any future partnership between Hasbro and a video-game company would likely be announced through the companies’ official channels, such as Nintendo Direct presentations, press releases, or product listings on storefronts like the Nintendo eShop or major retail partners.
