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Hasbro And Nintendo Partner Up On New Legend Of Zelda Toys
Hasbro and Nintendo have announced a toy licensing partnership for The Legend of Zelda series, with production commencing in 2027. The collaboration pairs Hasbro's expertise in action figures with Nintendo's established franchises and storytelling reputation.
Three six-inch scale figures will be unveiled at San Diego Comic-Con in late July, though their specific characters remain unconfirmed. The toy initiative arrives alongside other significant Zelda projects, namely a live-action film releasing in April 2027 and a remake of Ocarina of Time coming to the Switch 2 console.
In short
- Hasbro and Nintendo launch multi-year Zelda toy partnership beginning 2027
- Three 6-inch action figures to debut at Comic-Con; identities not yet officially confirmed
- Toy line coincides with Zelda movie (April 2027) and Switch 2's Ocarina of Time remake
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
This partnership represents a valuable opportunity to bring high-quality collectible toys to a dedicated fanbase whilst leveraging Hasbro's expertise in manufacturing and distribution. By investing in physical merchandise alongside other major Zelda projects, Nintendo demonstrates its commitment to the franchise's expansion across media, potentially funding greater creative ambitions. Fans have long sought well-crafted official merchandise, and the partnership's timing alongside a live-action film and major remake suggests a coordinated, ambitious vision for the series.
The case against
There is legitimate concern that licensing toys to a major manufacturer signals the beginning of aggressive commercialisation that may dilute Zelda's artistic identity and over-saturate the market. Mass-produced action figures, however well-intentioned, risk becoming disconnected from the franchise's narrative depth and cultural resonance. The simultaneous launch of multiple major Zelda projects could feel less like genuine artistic expansion and more like a coordinated marketing blitz designed primarily to extract maximum commercial value from the IP.
Explained simply
The Legend of Zelda is one of Nintendo's most significant video game franchises, spanning multiple decades and console generations. The series is known for adventure gameplay, puzzle-solving, and iconic characters including the hero Link.
Hasbro, a major international toy manufacturer, has secured a licensing agreement to produce official Zelda action figures and merchandise starting in 2027. The partnership brings together Nintendo's game franchises with Hasbro's toy-making expertise.
The toy agreement reflects a broader effort to expand Zelda beyond video games. Nintendo is also developing a live-action Zelda film for 2027 and a remake of the classic 1998 game Ocarina of Time for the upcoming Switch 2 console.
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