As the HBO Original “Harry Potter” series edges closer, Warner Bros. Discovery Inc. has signed a new deal with Hasbro Inc. to roll out the merchandise for the show.
The partnership between Hasbro and Warner Bros. Discovery’s global consumer products division spans over multiple years as the series launches in 2027. It will include dolls, action figures, collectibles, interactive plush toys and board games, with more to be revealed later this year. This taps Hasbro as the global primary toy licensee for the Harry Potter universe, including the original films and the upcoming series.
“The world of Harry Potter and its unforgettable characters align perfectly with our mission to deliver a lifetime of play to generations of fans,” said Tim Kilpin, president of toys, games, licensing and entertainment at Hasbro, in a statement.
“Our new agreement with Hasbro arrives as the world of Harry Potter celebrates the 25th anniversary of the first film and continues to expand its magical legacy – powered by one of the most passionate and enduring fan communities in entertainment history,” added Robert Oberschelp, president of Warner Bros. Discovery global consumer products.
IP craze
The announcement came at a time when intellectual property is rapidly becoming the latest craze in the entertainment scene. The ongoing bidding war for Warner Bros. Discovery’s business between Netflix Inc. and Paramount Skydance Corp. centers around the former’s extensive intellectual property library, with Warner Bros. Discovery Chief Executive David Zaslav calling it “no surprise” that the company’s portfolio is “receiving increased recognition by others in the market.”
Hasbro is no stranger to the game. It continues to roll out collaborations with popular brands such as Marvel and Star Wars, with a showcase in the North American International Toy Fair in New York City for this month. The Warner Bros. Discovery announcement coincided with Hasbro’s fourth quarter earnings call, which showed a 14% revenue increase year-over-year.
Warner Bros. Discovery also restructured around its key intellectual properties last summer to “develop long-term franchise roadmaps to delight players and fans,” said JB Perrette, chief executive of global streaming & games for Warner Bros. Discovery. Harry Potter finds its place among the core franchises, which also include Game of Thrones, DC Comics and Mortal Kombat.
