Hasbro has entered a multiyear licensing partnership with Nintendo to produce toys based on “The Legend of Zelda,” setting the stage for merchandise tied to the franchise’s first live-action film. The companies plan to unveil three six-inch action figures next week at San Diego Comic-Con, running July 23 through 26, though neither has said which characters the figures will represent.
Billy Lagor, president of toys and board games at Hasbro, framed the deal as an extension of the franchise’s decades-long pull with fans. “For decades, The Legend of Zelda franchise has captivated fans through its deep lore, unforgettable characters and enduring sense of discovery,” he 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.” Financial terms of the agreement were not disclosed.
The toy line arrives as Nintendo pushes “Zelda” further into the kind of cross-platform merchandising strategy that turned “The Super Mario Bros. Movie” into a box-office and retail juggernaut. The franchise, which debuted in 1986 and marked its 40th anniversary this past February, has already expanded into Lego sets alongside other Nintendo properties like Mario and Animal Crossing. A remastered version of “Ocarina of Time” is due on Nintendo Switch 2 later this year.
The centerpiece of the push remains the live-action film, a joint production between Nintendo and Sony Pictures directed by Wes Ball, known for “The Maze Runner” and “Kingdom of the Planet of the Apes.” Jurassic World writer Derek Connolly penned the script, and production has been underway in New Zealand. British actors Bo Bragason and Benjamin Evan Ainsworth were cast as Princess Zelda and Link, respectively, a choice that briefly reignited fan campaigns for “Euphoria” actress Hunter Schafer, who had previously said she’d be interested in the role. The film’s release date has moved several times, with the studio now targeting an early-2027 debut.
Hasbro’s push into “Zelda” also signals its ambition to compete more directly with rivals Mattel and Spin Master in the crowded entertainment-licensing space, where toy sales increasingly hinge on tie-ins to major franchise films. Whether the Comic-Con reveal offers concrete previews of the movie itself, including a first trailer, remains unconfirmed, though anticipation among fans has already begun building around the announcement.
