The Legend of Zelda is getting a Hasbro toy line

Hasbro and Nintendo have signed a multi-year licensing agreement to produce toys, action figures, and role-play items based on The Legend of Zelda. The partnership brings Nintendo's flagship adventure franchise to one of the largest toy manufacturers in the world.

The first products from the collaboration will be three 6-inch scale action figures. Attendees will get a look at them during San Diego Comic-Con, which runs from July 23 to July 26. Hasbro confirmed the full retail launch is scheduled for 2027.

Six inches of Hyrule

Nintendo has historically kept a tight grip on its merchandise licensing. High-end Zelda figures have mostly been the domain of Japanese import companies. Collectors wanting a highly articulated Link on their shelf usually had to track down a Good Smile Company Figma or Nendoroid release. Those figures are excellent, but they are also expensive and sometimes difficult to find at local retail stores.

Hasbro stepping in changes the distribution math. The company is famous for its highly articulated 6-inch action figure lines, including Star Wars: The Black Series and Marvel Legends. Applying that exact formula to Hyrule means mass-market availability and a unified scale for collectors. Billy Lagor, President of Toys and Board Games at Hasbro, is overseeing the strategy for this new portfolio.

The initial reveal is limited to three figures. Link and Princess Zelda are safe bets for the first two slots. The third could be Ganondorf, or perhaps a recognizable enemy like a Moblin or an Iron Knuckle. The 6-inch scale gives Hasbro plenty of room for accessories like the Master Sword, the Hylian Shield, and various dungeon items.

The 2027 theatrical push

The 2027 retail launch aligns perfectly with Nintendo's upcoming multimedia plans. The live-action The Legend of Zelda movie hits theaters on April 30, 2027. The film stars Benjamin Evan Ainsworth as Link and Bo Bragason as Princess Zelda.

Nintendo clearly took notes during the merchandising blitz surrounding the Super Mario Bros. Movies. Having a massive toy line ready to go alongside a theatrical release is standard operating procedure for Hollywood blockbusters. It is a proven strategy that guarantees a wall of green tunics in every big-box store next spring. The role-play items mentioned in the announcement will likely target younger fans walking out of the theater wanting their own plastic Master Sword.

The Wizards in the room

This partnership also opens an obvious door for tabletop players. Hasbro owns Wizards of the Coast, the publisher behind Magic: The Gathering and Dungeons & Dragons. The card game has spent the last few years aggressively expanding its Universes Beyond crossover sets. They have already adapted Fallout, Assassin's Creed, and Final Fantasy into playable cards.

A Zelda crossover set has been at the top of player wishlists for years. The franchise is built entirely around mythic heroes, magical equipment, and sprawling dungeons. It translates perfectly to tabletop mechanics. Nintendo and Hasbro have not confirmed any card game collaborations, but the corporate pipeline between Kyoto and Rhode Island is officially open.

We will see exactly what the initial action figures look like when the convention center doors open next week.