Toy and games giant Hasbro has extended its long-running partnership with Disney to continue producing toys, collectibles, and board games based on the Star Wars and Marvel franchises.

The multi-year agreement aims to strengthen the companies’ licensing relationship and builds on more than five decades of collaboration.

Alongside its toy and game development, Hasbro also holds a separate licensing arrangement that brings Marvel characters into its Magic: The Gathering trading card game.

“Star Wars and Marvel provide an extensive array of captivating content that gives us an unlimited trove of fresh ideas to create from,” said Tim Kilpin, Hasbro’s president of toys, board games, licensing, and entertainment.

“We look forward to strengthening our relationship by bringing consumers everywhere brand-new play experiences tied to exciting universes and characters.”

The extended partnership aligns with Hasbro’s broader growth strategy, as reflected in its first-quarter results. CFO and COO Gina Goetter said the company recorded a lift in both revenue and profit.

Total revenue rose 17 per cent year-on-year, driven by 46 per cent growth in its Wizards and Digital Gaming segment. However, Consumer Products dropped by 4 per cent.

Operating profit reached US$171 million with a 19.2 per cent margin. Adjusted operating profit climbed to US$222 million, up US$74 million from a year ago, with a 25.1 per cent margin.

The company added that the recent tariffs had no material impact during the quarter due to the timing of implementation.

 “Hasbro’s playing-to-win strategy is delivering in a challenging environment,” said Hasbro CEO Chris Cocks.

 “We’re outperforming today and building for tomorrow through disciplined execution, standout partnerships like our extended Disney agreement, and future-focused bets that are already paying off.”