By Allison Watkinson
TLL Reporter
Hasbro has entered into a new multiyear licensing partnership with Nintendo to produce toys and merchandise based on “The Legend of Zelda” franchise, the toy and game company announced.
The collaboration is set to begin in 2027 and will launch with the reveal of three 6-inch-scale action figures at San Diego Comic-Con, scheduled for July 23–26, 2026.
Billy Lagor, president of toys and board games at Hasbro, said the partnership pairs Nintendo’s storytelling with Hasbro’s toy-making experience.
“For decades, The Legend of Zelda franchise has captivated fans through its deep lore, unforgettable characters, and enduring sense of discovery,” Lagor said. “By combining Nintendo’s iconic storytelling with Hasbro’s leadership in action and role-play, we’re delivering toys that invite fans to play, explore, and forge their own epic adventures.”
The Legend of Zelda was created by Shigeru Miyamoto and Takashi Tezuka and debuted in Japan on Feb. 21, 1986, for the Nintendo Entertainment System. The game was released in the United States in 1987 and has since become one of the best-selling and most influential video game franchises of all time.
The original title introduced open-ended gameplay in a large, unified world, allowing players to explore and solve puzzles rather than follow a linear path.
The series follows Link, who is tasked with rescuing Princess Zelda and defeating the series’ primary antagonist, Ganon, in the fictional land of Hyrule.
As of 2025, the franchise includes 33 video games, consisting of 21 original titles and 11 remakes or enhanced ports, according to Hasbro. The series has sold more than 150 million copies worldwide, making it one of the best-selling video game franchises. The Zelda franchise has also expanded into an animated television series, comic books, and other merchandise.
Hasbro is a games, intellectual property, and toy company with 165 years in the industry, reaching more than 1 billion fans annually through physical and digital games, video games, toys, licensed consumer products, location-based entertainment, and film and television projects.
The company’s portfolio includes Magic: The Gathering, Dungeons & Dragons, Monopoly, Nerf, Transformers, Play-, and Peppa Pig, in addition to licensed partner brands such as the newly announced Nintendo collaboration.