The toy aisle is about to get a whole lot more Hylian. Hasbro has officially announced a multiyear licensing partnership with Nintendo to produce toys based on The Legend of Zelda franchise, and the first look is coming sooner than you might expect.
Three 6-inch-scale figures will be revealed at San Diego Comic-Con this month, though Hasbro has kept images and specific details under wraps ahead of the event. The deal itself kicks off in 2027, which is where things get interesting.
The movie connection nobody is pretending to ignore
The 2027 start date lines up almost too neatly with the upcoming live-action The Legend of Zelda film, a joint production between Sony Pictures and Nintendo. Benjamin Evan Ainsworth plays Link, Bo Bragason portrays Zelda, and Wes Ball (The Maze Runner, Kingdom of the Planet of the Apes) is directing. The film shot in New Zealand at some of the same locations used for Peter Jackson's Lord of the Rings trilogy, which tells you something about the scale Nintendo and Sony are going for.
A Zelda movie trailer at Comic-Con has been on fan wishlists for months, but Nintendo has not confirmed any plans for that yet. What Nintendo has confirmed is a gaming event at Comic-Con in partnership with The Rizzler, so the franchise will have a presence at the show regardless of whether the film gets its moment.
Hasbro executive Billy Lagor framed the partnership around play experience, saying the goal is "toys that invite fans to play, explore and forge their own epic adventures" by combining Nintendo's storytelling with Hasbro's action and role-play expertise. Standard partnership language, sure, but the 6-inch scale format is notable. That size sits squarely in collector territory, suggesting Hasbro is targeting adult fans alongside younger players.
A franchise with serious momentum right now
The timing makes sense beyond just the movie. The Legend of Zelda is having a moment across multiple fronts. A remake of The Legend of Zelda: Ocarina of Time is heading to Switch 2 this year, keeping the franchise front of mind for both longtime fans and a new generation picking up Nintendo's latest hardware.
Here's the thing: Hasbro entering the Zelda space is not a small move. The franchise has historically been underserved in the toy and collectibles market relative to its cultural footprint. A proper, dedicated toyline backed by one of the biggest names in the business could finally give Zelda the physical merchandise presence it deserves.
What most players miss is that this deal's 2027 window positions Hasbro to ride two waves simultaneously: the movie release hype and whatever Nintendo has planned for the franchise on the game side. That is a lot of runway for a toyline to build momentum.
For everything else happening in the Zelda universe ahead of Comic-Con, the The Legend of Zelda guide collection has you covered on the game side while the toy reveals take shape. Watch the Comic-Con announcements closely; the three figure reveals could tell us a lot about whether Hasbro is building around the movie cast, classic game designs, or something else entirely. Check out more gaming guides to stay sharp on what's coming across the board.
