Hasbro to Launch Official 'Legend of Zelda' Toys in 2027

Hasbro and Nintendo have confirmed a new multi-year partnership focused on officially licensed Legend of Zelda toys, with the collaboration set to begin in 2027. Although that launch window is still a couple of years away, the very first reveal is coming much sooner than fans might expect, giving collectors an early look at what Hasbro has planned for the franchise.

That first look will arrive at San Diego Comic-Con, running from July 23 through the 26th, where three 6-inch-scale figures based on The Legend of Zelda will be shown publicly for the first time. Hasbro has not released any images or character names yet, though the general assumption is that the lineup will likely include Link, Zelda, and possibly Ganondorf in some form.

The timing lines up with the upcoming live-action movie

The 2027 start date for this partnership is unlikely to be a coincidence. Nintendo and Sony Pictures have a live-action Legend of Zelda film scheduled for release on April 30, 2027, with Wes Ball directing and Benjamin Evan Ainsworth and Bo Bragason cast as Link and Zelda, respectively. A toy line launching in that same window strongly suggests coordinated promotion across both projects.

That overlap has led some fans and outlets to speculate that Hasbro's first three figures could actually be based on the film's character designs rather than a specific game. If that turns out to be true, the Comic-Con reveal would effectively double as the very first public look at how Link, Zelda, and Ganondorf appear in the movie, well ahead of any official trailer or marketing campaign from Sony.

Zelda is already in the middle of a major anniversary year.

This announcement also arrives during a particularly active stretch for the Legend of Zelda franchise. The series is currently celebrating its 40th anniversary, and Nintendo has yet to formally acknowledge the milestone with any dedicated event or announcement, leaving fans to wonder whether something bigger is still being planned before the year is over and this anniversary window officially closes.

Combined with the previously revealed Ocarina of Time remake and now this toy partnership, Nintendo appears to be building toward a much larger, sustained push for the franchise overall. It mirrors the kind of mainstream expansion Nintendo has previously given Mario, spreading Zelda well beyond games and into toys, film, and broader everyday visibility for the brand across multiple markets.

What Hasbro and Nintendo are saying about the partnership.

Billy Lagor, President of Toys and Board Games at Hasbro, described the collaboration as a chance to blend Nintendo's storytelling with Hasbro's experience in action and role-play toys, aiming to give fans products that let them explore and build their own adventures inspired by the franchise. It is a notable vote of confidence in Zelda's mainstream appeal from one of the toy industry's biggest names.

For longtime fans, the bigger picture matters just as much as the figures themselves. If  Nintendo can align the movie's release, the Ocarina of Time remake, and this new toy line into one coordinated push, the already large Legend of Zelda audience could see real growth over the next couple of years, with the Comic-Con reveal serving as the first concrete step in that direction.