Convention - SDCC 2026: Hasbro Brings The Legend of Zelda to Life with New Nintendo Toy Partnership

By Mulder, 16 july 2026

One of the most unexpected announcements in the collectibles industry ahead of San Diego Comic-Con 2026 has arrived. Hasbro and Nintendo have officially entered into a multi-year licensing partnership that will see the renowned toy manufacturer develop products based on The Legend of Zelda, one of the most beloved and influential franchises in video game history. While the collaboration will officially begin in 2027, fans attending SDCC 2026 will get their very first glimpse of the partnership when three brand-new 6-inch scale action figures are unveiled during the convention, taking place from July 23 to July 26 in San Diego. The announcement immediately became one of the week's biggest surprises, marking the first time Hasbro has secured such a broad toy agreement centered on Nintendo's legendary fantasy universe.

The partnership represents a significant strategic move for both companies. For Nintendo, it expands the merchandising footprint of a franchise that has traditionally maintained a relatively selective licensing strategy, especially in the action figure market. For Hasbro, it adds another globally recognized entertainment property to a portfolio already featuring brands such as Transformers, Magic: The Gathering, Dungeons & Dragons, Monopoly, Nerf and Peppa Pig. Over the past several years, Hasbro has increasingly focused on premium collector-oriented action figure lines, with products like Marvel Legends, Star Wars: The Black Series and G.I. Joe Classified becoming staples among collectors. The decision to launch The Legend of Zelda in a 6-inch scale immediately places the upcoming figures alongside these highly articulated collector ranges rather than traditional children's toy lines.

In announcing the collaboration, Billy Lagor, President of Toys and Board Games at Hasbro, emphasized the enduring appeal of Nintendo's fantasy universe. "For decades, The Legend of Zelda franchise has captivated fans through its deep lore, unforgettable characters and enduring sense of discovery. By combining Nintendo's iconic storytelling with Hasbro's leadership in action and role-play, we're delivering toys that invite fans to play, explore and forge their own epic adventures." The statement reflects a philosophy that extends beyond simple collectibles, highlighting the balance between premium display pieces and imaginative play that has become central to Hasbro's modern design strategy.

The timing of the announcement is particularly noteworthy. The Legend of Zelda has never been more prominent in popular culture. Since its American debut in 1987, following the original Japanese release in 1986, the series has evolved into one of Nintendo's defining franchises, selling well over 170 million copies worldwide across dozens of titles. Recent entries such as Breath of the Wild and Tears of the Kingdom have introduced Hyrule to an entirely new generation of players while earning widespread critical acclaim. The franchise's mythology—centered around Link, Princess Zelda, Ganondorf, the Triforce and the kingdom of Hyrule—has become one of gaming's richest fictional universes, making it a natural fit for expansive toy lines and collectibles.

Interestingly, neither company has revealed which three characters will make up the inaugural wave. That silence has already fueled widespread speculation throughout the collector community. While many observers naturally expect Link, Princess Zelda and Ganondorf to headline the debut assortment, others wonder whether Nintendo may choose to celebrate specific eras of the franchise, such as Ocarina of Time, Twilight Princess or Tears of the Kingdom. Online discussions erupted within hours of the announcement, with collectors debating everything from articulation systems to accessory counts, alternate costumes and future character possibilities including Midna, Skull Kid, Impa, Wolf Link and numerous creatures from Hyrule's expansive bestiary. Although none of these possibilities have been confirmed, the enthusiasm illustrates just how long fans have been waiting for a comprehensive collector-focused Zelda figure line from a major manufacturer.

For longtime collectors, the partnership also signals a changing landscape in Nintendo merchandising. Previous Zelda figures have largely come from companies such as Jakks Pacific, Good Smile Company, Figma and various premium collectible manufacturers, each serving different market segments. Hasbro's involvement suggests a stronger emphasis on mass-market collector distribution through specialty retailers and major toy channels while potentially offering the kind of articulation, interchangeable accessories and character variety that have become hallmarks of the company's collector brands. Whether this new license will coexist alongside other manufacturers or eventually become the primary action figure line for the franchise remains to be seen, as neither Nintendo nor Hasbro has disclosed the full scope of the agreement.

The reveal itself is expected to become one of the must-see toy announcements of San Diego Comic-Con 2026, an event already known for serving as the industry's largest stage for unveiling next-generation collectibles. For Hasbro, SDCC has traditionally been the venue where new Marvel Legends, Star Wars, Transformers and G.I. Joe products debut before entering production. Adding The Legend of Zelda to that tradition immediately elevates this year's showcase, especially given the secrecy surrounding the first three figures. Collectors attending the convention will likely be among the very first to see the future direction of what promises to become one of Hasbro's most anticipated licensed action figure lines.

Beyond the excitement surrounding three upcoming figures, the announcement reflects a broader evolution in the entertainment industry, where iconic gaming franchises increasingly stand alongside superheroes, science fiction and fantasy properties as pillars of the global collectibles market. With Nintendo continuing to expand its brands beyond video games into film, theme parks, consumer products and live entertainment, partnering with an established toy powerhouse such as Hasbro represents another significant milestone. If the first reveals at San Diego Comic-Con 2026 generate the enthusiasm many expect, this multi-year collaboration could mark the beginning of an expansive journey through Hyrule—one that collectors have been hoping to embark upon for many years.

(Source  : press release)