Hasbro (HAS) announced on Tuesday that it signed a multi-year global licensing deal with Warner Bros. Discovery (WBD) that will make it the primary toy licensee for the Harry Potter universe and the upcoming HBO Original Harry Potter series starting in 2027. The partnership positions Hasbro (HAS) to develop a broad portfolio of film- and series-inspired products, including dolls, role-play items, action figures, collectibles, interactive plush, and board games, with additional lines to be unveiled later this year.
The toy giant sees the new agreement as a strategic fit with its focus on leveraging its games and IP platform to build “a lifetime of play” across generations of fans, while Warner Bros. Discovery (WBD) highlighted the timing of the deal with the 25th anniversary of the first Harry Potter film and the continued expansion of the Wizarding World, underscoring that Hasbro’s (HAS) role will cover products tied to both the Harry Potter and Fantastic Beasts films as well as the new HBO series.
The new Harry Potter series is a full TV reboot of the seven-book saga, being produced as a long-running, big-budget drama for HBO and the Max streaming service, with an all-new cast and a planned premiere in early 2027. The series will introduce a new cast in the iconic roles, including Dominic McLaughlin as Harry Potter, Arabella Stanton as Hermione Granger, Alastair Stout as Ron Weasley, and John Lithgow as Albus Dumbledore, among others. Warner Bros. Discovery (WBD) is positioning the show and associated consumer products as a way to engage both new and existing audiences and to deepen monetization of one of its most valuable franchises.
Shares of Hasbro (HAS) jumped 6.7% in Tuesday morning trading after the company announced strong earnings. Warner Bros. Discovery (WBD) was up 1.9% on strong volume.