Hasbro to Showcase New Toys & Collaborations at 2026 Toy Fair

New York, NY – February 14, 2026 – Hasbro is showcasing a broad range of new products and licensing agreements at the North American International Toy Fair® at the Javits Convention Center in New York this weekend, signaling a continued focus on blending pop culture with play. The company’s presence, centered around Booth #403, highlights both established franchises and new collaborations, aiming to “Inspire a Lifetime of Play,” according to a company statement.

Franchise Revitalization and New Product Launches

Hasbro’s display features debuts across several of its core brands, including BABY ALIVE, DUNGEONS & DRAGONS, MAGIC: THE GATHERING, MONOPOLY, NANO-MALS, NERF, PEPPA PIG, PLAY-DOH, and TRANSFORMERS. Notably, the company is introducing the first-ever PEPPA PIG toy featuring George with a hearing aid, a move that reflects a growing emphasis on inclusivity in toy design. Alongside this, Hasbro is launching what it describes as the “most ruthless version yet” of MONOPOLY with MONOPOLY Deal No Mercy.

Beyond established lines, Hasbro is also unveiling several new products. A brand-new FURBY, dubbed FURBY Vibes, is set to debut, alongside a co-branded BABY ALIVE line in collaboration with Burt’s Bees. The company is also bringing back the CROSSFIRE toy line, tapping into nostalgia while introducing cutting-edge innovations for NERF and TRANSFORMERS. A new PLAY-DOH campaign is also planned, focusing on creative expression.

Strategic Licensing Agreements Fuel Growth

A key component of Hasbro’s strategy appears to be expanding its licensing portfolio. The company announced recently finalized agreements with Warner Bros. Discovery Global Consumer Products for Harry Potter, Netflix for KPop Demon Hunters, Legendary Entertainment for Street Fighter, and Amazon MGM Studios for Voltron. These partnerships are expected to drive revenue growth and broaden the reach of Hasbro’s brands.

The licensing deals are particularly noteworthy given the competitive landscape of the entertainment industry. Securing rights to popular franchises like Harry Potter and Street Fighter allows Hasbro to capitalize on existing fan bases and integrate these properties into its toy lines. The collaboration with Netflix on KPop Demon Hunters suggests a strategic move to tap into the growing popularity of Korean pop culture.

Disney Partnerships Continue to Deliver

Hasbro’s longstanding relationship with Disney Consumer Products remains a significant driver of its business. The Toy Fair display includes fresh entertainment-inspired offerings from Marvel and Star Wars™. New merchandise related to The Mandalorian and Grogu is also being showcased, part of the “Star Wars: Most Wanted” campaign. This continued collaboration underscores the importance of Disney’s intellectual property to Hasbro’s overall success.

Financial Implications and Market Position

Hasbro’s strong showing at the Toy Fair comes at a crucial time for the toy industry. The sector has faced challenges in recent years, including supply chain disruptions and shifting consumer preferences. However, Hasbro’s diversified portfolio and strategic licensing agreements appear to position it well to navigate these headwinds.

The company’s focus on both established franchises and new intellectual property is a prudent approach. Revitalizing classic brands like TRANSFORMERS and NERF while simultaneously investing in emerging trends like KPop Demon Hunters demonstrates a willingness to adapt to changing market dynamics. The emphasis on inclusivity, as evidenced by the PEPPA PIG toy featuring George with a hearing aid, also reflects a growing awareness of social responsibility and the importance of representing diverse audiences.

The licensing agreements are expected to contribute significantly to Hasbro’s revenue growth. The Harry Potter license, in particular, has the potential to be a major revenue driver, given the enduring popularity of the franchise. Similarly, the partnerships with Legendary Entertainment and Amazon MGM Studios provide opportunities to tap into the fan bases of Street Fighter and Voltron.

Looking Ahead

Hasbro’s presence at the 2026 Toy Fair signals a commitment to innovation and strategic partnerships. The company’s ability to successfully integrate these initiatives will be critical to its long-term success. Investors will be closely watching Hasbro’s financial performance in the coming quarters to assess the impact of these new products and licensing agreements. The company’s stated goal of “Inspiring a Lifetime of Play” suggests a long-term vision focused on building enduring brands and fostering creativity among consumers.