Hasbro has always been one of my favorite brands to cover at any convention. Not only did I grow up collecting Transformers but ever since my first Toy Fair the brand has always been accommodating by allowing access to their show room and events and providing a steady stream of product release information throughout the year.
Within the action figure and toy community there are only a few companies with the breadth of properties that Hasbro can display. The company has an enormous range of brands and offers everything from collectible figures, toys, games, and roleplay items for their youngest fan to their most fervent collector.
Signature lines include Transformers, Star Wars, Marvel, G. I. Joe, Magic: The Gathering, and Dungeons & Dragons. Additionally Hasbro this year announced a slew of new agreements including Harry Potter, KPop Demon Hunters, Legendary Entertainment Street Fighter, and Amazon MGM Studios Voltron.
Again situated on the Toy Fair show floor Hasbro packed all their brands into a booth and gave media a look at a majority of their brands at a dedicated media event as well as one-on-one meetings. In general I keep our internal threads up-to-date with new releases as announced so head over there throughout the year for new product release announcements.
Transformers
Transformers showcased a number of figures from across their scales and series. With the recent announcement of The Transformers: The Movie Apology Tour for the 40th Anniversary Hasbro will be leaning hard into their Studio Series line of figures. This included the announcement of four new figures in the line including Astrotrain, Shockwave, Skywarp, and Kranix. Additional announcement included more figures in the Age of the Primes line with a reveal of Swindle as part of Bruticus and US Soccer Federation partnership with their first figure – Breakaway. The biggest item though was the reveal of the Autbot Matrix of Leadership roleplay item with light up sounds and music. Head over to our running Transformers thread here and check out the new releases below.
Star Wars
Star Wars newest reveals came out of the new Mandalorian and Grogu movie with a range of products across their Black Series, Retro, and Vintage lines. Other products included a set of Vintage figures from the upcoming Maul: Shadow Lord show. My two favorite items shown though had to be the Black Series Duel’s End Darth Vader based on the Obi-Wan Kenobi show and the Vintage Series Emperor’s Wrath Darth Vader based on Return of the Jedi. You can check out photos below and get year-long product reveals here. As always head over to Hasbro Pulse or your favorite retailer to purchase!
Marvel
Marvel revealed a host of Legends figures across a wide array of series including figures from the Deadpool and Wolverine Movie and Secret Wars among others. Other reveals featured were a Professor Hulk, Punisher VS. Thunderbolts Hulkbuster Armor Punisher, Aaron Davis Iron Spider, and a Maximum Series Thor. Check out our running Hasbro Marvel thread here.
G.I. Joe
A bunch of products in the G.I. Joe Classified line were announced from toy fair including a Zanya and Dreadnok Chameleon (Swamp Skier), Professor Rottclaw and Cobra Deinonychus, and David “Red Dog” Taputapu and Varujan “Taurus” Ayvazyan figures. Check out our G.I Joe releases thread here.
KPop Demon Hunters
Hasbro had a range of branded products for Netflix’s 2025 hit animated show including Monopoly and Monopoly Deal branded games, NERF branded Zoey’s Spirit Blades, Rumi’s Four Tiger Sword, and Mira’s Curved Moon Sword, HUNTR/X and Saja Boys Electronic Light Stick, and Derpy Tiger and Saja Boy Demon FURBY Furblets.
Magic: The Gathering
MTG had a big year last year with a few crossover series including Spider-Man, Avatar, and Teenage Mutant Ninja Turtle. This year that appears to be expanding with a larger Marvel Super Heroes crossover. A more standard fantasy themed Lorwyn Eclipsed line is also set to release. Be sure to be ready for this loot drop when it is available from Magic: The Gathering!
NERF
NERF had a few crossover items including earlier announced One Piece products as well as blasters and roleplay from Fortnite, The World of TMNT, Minecraft, MARVEL X-Men, and Star Wars. For mainline NERF new blasters were shown from their Loadout and Rebel Ops brand.
Gaming
The Games division at Hasbro continued to produce licensed versions of their popular games showing off NFL, Pokemon, as well as Harry Potter versions of Monopoly, The Game of Life, and Guess Who. Travel friendly versions of Yahtzee, Connect 4, and Crossfire were on display.
Beyblade and more
Along with the releases from all of the above Hasbro had a myriad of other properties on display including a new wave of Furby Furblets which included a Grogu and Minions themed Furblet.
Nano-mals had a new wave of releases
Dungeons and Dragons and Beyblade were also represented.
