Hasbro and Nintendo have announced a formal partnership to produce an official toy line based on The Legend of Zelda franchise, with the first products to be showcased at San Diego Comic-Con next week and scheduled to go on sale in 2027.
The announcement signals a major collaboration between Nintendo, the developer and publisher behind the long-running Zelda series, and Hasbro, a global toy and entertainment company known for large-scale action and role-play products.
Background and timing
The Legend of Zelda franchise debuted in Japan in 1986 and reached the United States in 1987.
Since then, the series has become one of Nintendo's flagship properties, appearing across Nintendo platforms from the NES and SNES through to the Nintendo Switch.
The new Hasbro line will be the most visible physical toy partnership tied to the IP in years and will be presented to fans and retailers at San Diego Comic-Con prior to the planned 2027 retail launch.
What the companies said
In its announcement, Hasbro framed the partnership as a blending of strengths, stating that the collaboration will combine Nintendo's storytelling with Hasbro's expertise in action and role-play to produce toys that encourage play, exploration, and imaginative adventure.
The release also highlighted the franchise's longstanding thematic core, noting that since its first U.S. release in 1987, The Legend of Zelda series has consistently mixed exploration and discovery with action and adventure, and that recurring conflicts involving Link, Zelda, and Ganondorf remain central to the series' mythos.
What fans and retailers should expect
Details about the scope of the toy line, individual product categories, price points, and distribution channels have not been fully disclosed beyond the San Diego Comic-Con showcase and the 2027 availability window.
Given Hasbro's role as a manufacturer and licensee, the lineup is likely to include action figures and role-play items aimed at collectors and younger players alike.
Nintendo has previously supported merchandise rollouts for major franchises across retail and event platforms; further marketing details may emerge as the SDCC presentation approaches.
For industry observers, the Hasbro-Nintendo tie-up underscores continued interest in leveraging major game IP across physical product categories.
Fans should look to the San Diego Comic-Con showcase for the first official images and product information ahead of the 2027 retail launch.
The announcement signals a major collaboration between Nintendo, the developer and publisher behind the long-running Zelda series, and Hasbro, a global toy and entertainment company known for large-scale action and role-play products.
Background and timing
The Legend of Zelda franchise debuted in Japan in 1986 and reached the United States in 1987.
Since then, the series has become one of Nintendo's flagship properties, appearing across Nintendo platforms from the NES and SNES through to the Nintendo Switch.
The new Hasbro line will be the most visible physical toy partnership tied to the IP in years and will be presented to fans and retailers at San Diego Comic-Con prior to the planned 2027 retail launch.
What the companies said
In its announcement, Hasbro framed the partnership as a blending of strengths, stating that the collaboration will combine Nintendo's storytelling with Hasbro's expertise in action and role-play to produce toys that encourage play, exploration, and imaginative adventure.
The release also highlighted the franchise's longstanding thematic core, noting that since its first U.S. release in 1987, The Legend of Zelda series has consistently mixed exploration and discovery with action and adventure, and that recurring conflicts involving Link, Zelda, and Ganondorf remain central to the series' mythos.
What fans and retailers should expect
Details about the scope of the toy line, individual product categories, price points, and distribution channels have not been fully disclosed beyond the San Diego Comic-Con showcase and the 2027 availability window.
Given Hasbro's role as a manufacturer and licensee, the lineup is likely to include action figures and role-play items aimed at collectors and younger players alike.
Nintendo has previously supported merchandise rollouts for major franchises across retail and event platforms; further marketing details may emerge as the SDCC presentation approaches.
For industry observers, the Hasbro-Nintendo tie-up underscores continued interest in leveraging major game IP across physical product categories.
Fans should look to the San Diego Comic-Con showcase for the first official images and product information ahead of the 2027 retail launch.
