TL;DR
Hasbro has unveiled its first wave of The Legend of Zelda: Heroes of Hyrule action figures at Comic-Con 2026, marking the toy giant’s first major push into Nintendo’s fantasy franchise. The three-figure debut, exclusively previewed by IGN, arrives during Zelda’s 40th anniversary year — a strategically timed move that signals a long-term partnership between Hasbro and Nintendo.
What Happened
Hasbro kicked off its The Legend of Zelda: Heroes of Hyrule toy line at San Diego Comic-Con on Thursday, July 23, 2026, with an exclusive first look at three highly detailed action figures. The reveal, published by IGN, confirms that the toy giant is finally bringing one of gaming’s most beloved franchises into its portfolio, following years of speculation and fan demands.
Key Facts
- Hasbro’s first The Legend of Zelda wave — “Heroes of Hyrule” — debuts with three figures, though specific character names have not been confirmed in the initial IGN preview.
- The figures are part of Hasbro’s premium 6-inch scale collector line, a standard size used for its Star Wars: The Black Series and Marvel Legends lines.
- Comic-Con 2026 runs from July 22–26 in San Diego, California, with Hasbro using the event for its first hands-on display of the Zelda figures.
- The reveal coincides with the 40th anniversary of the original The Legend of Zelda game, which launched on the NES in February 1986 in Japan and later that year in North America.
- Hasbro’s licensing agreement with Nintendo was first reported in 2024, but the toy maker had not publicly shown any product until now.
- The figures feature multiple points of articulation, interchangeable accessories, and screen-accurate sculpting, according to the IGN preview.
- No pricing or release date has been announced yet, though pre-orders are expected to open during the convention.
Breaking It Down
Hasbro’s entry into the Zelda toy space is notable not just for the franchise’s popularity, but for the competitive landscape. The Legend of Zelda has long been served by Jakks Pacific, which produced figures for Breath of the Wild and Tears of the Kingdom, and by First 4 Figures, which makes high-end resin statues. Hasbro’s arrival brings a mass-market, retail-friendly line with the manufacturing scale and distribution muscle that smaller players cannot match.
The Zelda franchise has sold over 145 million copies worldwide as of 2024, yet the action-figure market for the series has remained fragmented and largely collector-only. Hasbro’s move could finally deliver a shelf-stable line comparable to its Star Wars or Marvel offerings.
What makes this launch particularly shrewd is its timing. The 40th anniversary of The Legend of Zelda is already driving a wave of nostalgia and new product from Nintendo, including rumored remasters, a new console iteration, and special-edition hardware. Hasbro is slotting its figures into that broader ecosystem, ensuring that a flood of anniversary-related media and merchandising primes consumer demand. The “Heroes of Hyrule” branding also hints at a multi-wave strategy — “Heroes” suggests a rotating cast rather than a one-off set.
From a design perspective, the shift from Jakks Pacific’s more stylized, younger-skewing figures to Hasbro’s collector-grade engineering signals a pivot toward adult collectors. Hasbro’s Black Series and Marvel Legends lines command price points between $24.99 and $34.99, with distribution at major retailers like Target, Walmart, and GameStop. That pricing would slot the Zelda figures directly into a market that has proven it will pay for articulation and paint application, as evidenced by the success of SHFiguarts and Figma releases for Zelda characters.
What Comes Next
- Pre-orders opening at Comic-Con: Hasbro is expected to open pre-orders for the first wave during the convention, likely through its Hasbro Pulse premium service, with a release window of late 2026 or early 2027.
- Second wave announcement: IGN’s exclusive preview notes that “Heroes of Hyrule” is a wave name, implying future figures. Watch for a second wave reveal at New York Comic Con (October 2026) or Toy Fair in early 2027 — potential characters include Impa, Daruk, Revali, or Mipha from the Breath of the Wild era.
- Nintendo Direct tie-in: Nintendo typically holds a September Direct focusing on upcoming releases. A Zelda-focused segment could include both a new game announcement and a merchandising trailer featuring the Hasbro figures, creating a coordinated media push.
- Retail exclusives and variants: Hasbro frequently uses retailers like Target or Walmart for exclusive figures or “deluxe” versions with additional accessories. Expect at least one convention-exclusive variant — possibly a gold-colored “Legendary” edition of Link — within the first year.
The Bigger Picture
This launch sits at the intersection of two powerful trends: the revival of toy retail and the franchising of gaming IP. After a decade of digital consolidation, physical toys are making a comeback, driven by adult collectors who grew up with ‘80s and ‘90s games. Hasbro, which reported $5.9 billion in revenue in 2025, is leaning heavily into its partnership with Nintendo as a hedge against declining licensed performance in other categories.
Simultaneously, the “golden age of gaming merchandise” is accelerating. Companies like Mattel (with Minecraft), LEGO (with Super Mario), and now Hasbro are treating game franchises as evergreen IPs akin to Star Wars or Marvel. For Nintendo, whose strategy has historically been conservative on licensing, the Hasbro deal represents a deliberate expansion of its collectibles footprint — one that directly competes with the high-end import figures from Japan’s Good Smile Company and Bandai Namco.
Key Takeaways
- [Timing Is Everything]: The 40th anniversary of The Legend of Zelda creates a perfect launch window, aligning Hasbro’s figures with a surge of nostalgia-driven marketing from Nintendo.
- [Scale Indicates Ambition]: By using its premium 6-inch scale, Hasbro signals that Zelda figures will compete directly with its Star Wars and Marvel lines, not with cheaper, lower-quality toys.
- [Licensing Shift]: Hasbro’s partnership with Nintendo represents a meaningful move away from the previous dominance of Jakks Pacific, bringing mass retail distribution and collector-focused design.
- [Watch for Wave Expansion]: “Heroes of Hyrule” is a wave name, not a one-off set. Multiple figures and variants are almost certain within 12–18 months, driven by convention exclusives and retail partnerships.
