The multi-year agreement allows Hasbro to make products based on Marvel and Star Wars content on film, television and Disney+.
Hasbro has said it will retain the master toy licences for Disney’s Star Wars and Marvel brands. The agreement, which Hasbro and Disney extended in 2013, was expected to expire in 2020. Financial terms were not disclosed.
“We are pleased to build on our relationship with Disney and extend our agreement for Marvel and Star Wars franchises,” said Brian Goldner, Hasbro’s chairman and CEO. “Disney’s celebrated franchises are consistently ranked as top toy properties and provide expansive content for us to build upon for years to come.”
Hasbro has long benefited from its relationship with Disney. In the last year, Hasbro’s partner brands revenue rose 24% to $1.22b. The company pointed to strong sales of Frozen II, Avengers, Spider-Man and Star Wars lines for the increase.
The strength of these sales demonstrates that Hasbro’s partnership with Disney continues to be a lucrative and stabilising one, allowing Hasbro to develop products based on Marvel and Star Wars content on film, television and Disney+. The company did not disclose when the multi-year deal will expire.