Hasbro and Nintendo announce multi-year Zelda toy deal, first figures reveal at San Diego Comic-Con

Nintendo and Hasbro have announced a multi-year licensing partnership to produce Legend of Zelda toys, with the line launching in 2027 — the same year the live-action Zelda movie hits theaters. Three six-inch figures will be revealed at San Diego Comic-Con on July 23, giving fans their first concrete look at what Hasbro has planned.

No images or character details have been shared ahead of the Comic-Con reveal. The figures could be based on the movie versions of Link and Zelda — played by Benjamin Evan Ainsworth and Bo Bragason respectively — or they could draw from the games. Hasbro president of toys and board games Billy Lagor said in a statement: "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." Financial terms of the deal were not disclosed.

The timing is hard to read as anything other than movie promotion. The live-action Legend of Zelda film is a joint Sony Pictures and Nintendo production directed by Wes Ball — known for The Maze Runner and Kingdom of the Planet of the Apes — and shot in New Zealand at some of the same locations used for Peter Jackson's Lord of the Rings trilogy. Filming reportedly wrapped this past April. Set photos have already leaked, including images of a third character many believe is Impa, played by Severance actress Dichen Lachman. The movie is dated for April 30, 2027. Nintendo has been characteristically tight-lipped about the project — the studio didn't officially confirm Ainsworth and Bragason as the leads until mid-2025, nearly two years after the film was announced.

Fans are hoping Comic-Con brings more than just toy reveals — a first trailer for the film is widely anticipated, though Nintendo has confirmed nothing. The franchise is also celebrating its 40th anniversary this year, and a remake of The Legend of Zelda: Ocarina of Time is due on Switch 2 before the end of 2026, so the toy line could end up covering more than just the movie.