Hasbro and Disney extend their strategic merchandising partnership for Marvel and Star Wars franchise

The multiyear agreement allows the US toy company to produce products based on Marvel and Star Wars content on film, television and Disney+.

March 23, 2020

Hasbro, Inc. and The Walt Disney Company has declared an extension and renewal of its strategic merchandising relationship for the most celebrated Disney entertainment properties including Marvel and Star Wars. The contract allows the leading toymaker to bring products based on Marvel and Star Wars content on film, television and Disney+ in the market.


Brian Goldner, Hasbro’s Chairman and CEO affirms: “We are pleased to build on our relationship with Disney and extend our agreement for Marvel and Star Wars franchises”.

Hasbro will keep on developing a broad collection of toys and games for Marvel’s global Universe of more than 8,000 characters, including Iron Man, Spider-Man, Captain America, Black Widow and Black Panther, within the Marvel license agreement. Under the Star Wars license contract, the rights to toys and games based on entertainment like Star Wars: The Clone Wars and The Mandalorian, Baby Yoda.

“Our longstanding relationship with Hasbro has provided generations of Disney fans with quality play experiences,” said Ken Potrock, president, consumer products commercialization, Disney Parks, Experiences and Products.

The collaborations are multi-year agreements and their agreement date back to 1954, when Hasbro became a Disney major licensee for its famous characters. The deal which Hasbro and Disney had renewed in 2013, was expected to terminate this year which the both companies has extended.

“Continuing this successful collaboration for our Marvel and Star Wars franchises enables families and fans around the world to immerse themselves in our iconic stories and engage with our rich characters”, Potrock adds further.

Headquartered in Rhode Island, Hasbro is a global play and entertainment company which offers a range of toys, games and consumer products to television, movies, digital gaming, live action, music, and virtual reality experiences. It is the largest toy maker in the world in terms of stock market value, and third largest with revenues. The company has a global reach and its iconic brands include Nerf, Magic: The Gathering, My Little Pony, Transformers, Play-Doh, Monopoly, Baby Alive, Power Rangers, Peppa Pig and PJ Masks as well as a few other premier partner brands. Through its global entertainment studio eOne, Hasbro is building its brands globally through engaging storytelling and content on all screens.

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