Hasbro Is ‘Inspiring a Lifetime of Play’ at 2026 Toy Fair With Premier Collaborations, Entertainment Announcements and New Products

Hasbro, a leading games, IP and toy company, returns to the North American International Toy Fair at the Javits Convention Center in New York (February 14-17, 2026) with a dynamic slate of product reveals and franchise milestones that blend pop culture with play. Throughout the weekend, Hasbro will welcome fans and partners at Booth #403 to experience the latest across its iconic brands.

This year’s show highlights meaningful new storytelling across Hasbro’s portfolio—including the first-ever PEPPA PIG toy featuring George with his hearing aid—alongside the most ruthless version of MONOPOLY yet with MONOPOLY Deal No Mercy. Adding to the buzz are a brand-new FURBY called FURBY Vibes, adorable BABY ALIVE co-brand with Burt’s Bees, the nostalgic return of CROSSFIRE, cutting-edge innovations for action favorites BEYBLADE X, NERF and TRANSFORMERS, a deliciously creative new PLAY-DOH campaign and fresh entertainment-inspired offerings from powerhouse Disney Consumer Products brands Marvel and Star Wars. Across every category, Hasbro is “Inspiring a Lifetime of Play” with products and experiences that spark imagination, creativity, learning, excitement and self-expression.

Hasbro also comes to Toy Fair with strong licensing momentum following recently announced agreements with Warner Bros. Discovery Global Consumer Products for Harry Potter, Netflix for KPop Demon Hunters, Legendary Entertainment for Street Fighter and Amazon MGM Studios for Voltron. These new partnerships expand Hasbro’s global influence and reinforce the company’s partner-scaled growth strategy.

“Play is evolving into a more immersive, connected experience driven by storytelling and fandom. At Hasbro, we’re inspiring a lifetime of play by creating moments that bring fans and families closer to the brands they love,” said Tim Kilpin, Hasbro’s President of Toys, Games, Licensing and Entertainment. “This year’s Toy Fair showcase highlights our growing portfolio of IP, from a robust entertainment slate with The Walt Disney Company to new KPop Demon Hunters toys, with more to come across Harry Potter, Street Fighter and Voltron. Paired with continued innovation across beloved franchises including PEPPA PIG, PLAY-DOH, TRANSFORMERS and others, our 2026 offerings are designed to engage more consumers and deepen fandom worldwide.”