Hasbro partners with Warner Bros. for Harry Potter toy licensing
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Feb 10 2026
0mins
Should l Buy HAS?
Hasbro Inc. shares rose as the company reached a 52-week high, driven by positive news regarding its partnership with Warner Bros. for Harry Potter licensing.
Hasbro announced it will become the global primary toy licensee for Harry Potter and the upcoming HBO Original series starting in 2027. This partnership is expected to launch a range of products inspired by the films and series, further solidifying Hasbro's leadership in the toy market. The collaboration coincides with the 25th anniversary of the first Harry Potter film, enhancing brand influence and driving sales growth.
This strategic partnership not only strengthens Hasbro's product portfolio but also positions the company to attract Harry Potter's loyal fanbase, which could lead to significant revenue growth in the coming years.
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Analyst Views on HAS
Wall Street analysts forecast HAS stock price to fall
9 Analyst Rating
7 Buy
1 Hold
1 Sell
Moderate Buy
Current: 102.230
Low
90.00
Averages
95.71
High
100.00
Current: 102.230
Low
90.00
Averages
95.71
High
100.00
About HAS
Hasbro, Inc. is a game, intellectual property (IP) and toy company. The Company delivers play experiences to kids, families, and fans around the world, through physical and digital games, video games, and toys, among others. Its Consumer Products segment engages in the sourcing, marketing and sales of toy and game products around the world. Its Wizards of the Coast and Digital Gaming segment engages in the promotion of the Company's brands through the development of trading cards, role-playing and digital game experiences based on Hasbro and Wizards of the Coast games. Its Entertainment segment engages in the development and production of Hasbro-branded entertainment content, including film, television, children’s programming, digital content and live entertainment focused on Hasbro-owned properties. Its portfolio of brands includes MAGIC: THE GATHERING, DUNGEONS & DRAGONS, MONOPOLY, HASBRO GAMES, NERF, TRANSFORMERS, PLAY-DOH and PEPPA PIG, as well as premier partner brands.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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- Strong Licensing Partnerships: Hasbro has secured new licensing agreements with major companies like Warner Bros. and Netflix, which will further expand its global influence and drive the implementation of its growth strategy.
- Trend Towards Immersive Experiences: Hasbro's President Tim Kilpin emphasized that play is evolving into more immersive and connected experiences, aiming to enhance consumer brand loyalty and engagement through rich storytelling and brand interactions.
- Industry Leadership: With 165 years of industry experience and a diverse product portfolio, Hasbro continues to be recognized as one of the best corporate citizens, showcasing its leadership position and commitment to social responsibility in the toy industry.
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- Partnership Expansion: Hasbro announced a multi-year licensing agreement with Warner Bros. to launch Harry Potter-themed products starting in 2027, including dolls and board games, which is expected to significantly enhance brand influence and attract more fans.
- New Product Launch: The introduction of FURBY Vibes, featuring interactive capabilities and customizable glasses, aims to engage younger consumers through personalized expression, further solidifying Hasbro's leadership in the toy market.
- Classic Game Revival: The return of CROSSFIRE combines modern competitive elements with portable design, targeting a new generation of players while evoking nostalgia among parents, which is anticipated to drive sales growth.
- Diverse Product Line: Hasbro showcased new offerings across brands like PEPPA PIG, TRANSFORMERS, and DUNGEONS & DRAGONS, emphasizing its innovative capabilities and market adaptability in the toy industry, which is expected to enhance consumer brand loyalty.
See More
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- Creative Transformation: The combination of AI and 3D printing has reduced the time from toy design to 3D printed models by 80%, which not only accelerates product development but also enables the company to launch more competitive toys and games faster.
- Market Positioning Shift: Hasbro plans to introduce more toys targeting the collector market and adult consumers in the future, reflecting the company's keen insight into technological advancements and rapid response to changing market demands.
- Exploring Technological Potential: CEO Chris Cocks emphasizes the creativity and playfulness of AI, noting that the company is developing entirely new categories of toys and games, which are expected to provide exciting experiences for consumers and further drive innovation in the toy industry.
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