Upper Deck Debuts Transformers 40th Anniversary Card Set To Kick Off New Hasbro Partnership

Upper Deck and Hasbro have forged a multiyear global licensing partnership to produce trading cards and tabletop games for iconic IPs including Transformers, GI Joe, Power Rangers, M.A.S.K. and Jem and the Holograms.

The collaboration's first offering is a Transformers 40th anniversary trading card set, launching exclusively at Target in mid-September. For related coverage, explore our detailed analysis on Technology and Digital Systems.

Upper Deck Debuts Details and Timeline

“Hasbro’s internal capabilities and licensing partnerships play complementary roles,” said James.

“Our franchise-first approach brings together the right expertise for each opportunity, and Upper Deck’s strength in premium collectibles and established collector relationships makes it a strong partner to deliver distinctive, authentic products for fans.”

Upper Deck and Hasbro have forged a multiyear global licensing partnership to produce trading cards and tabletop games for iconic IPs including Transformers, GI Joe, and Power Rangers. The collaboration's first offering is a Transformers 40th anniversary trading card set, launching exclusively at Target in mid-September.

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This initial "Gen 1" set boasts an 80s aesthetic and includes a highly limited card signed A larger 100-card *Transformers: The Movie 40th Anniversary* set, featuring retro Fleer branding and unique inserts, will later release to hob Upper Deck aims to honor these cherished franchises, while both companies explore developing trading card games, tapping into the booming collectibles market.

Upper Deck Debuts Next Steps and Impact

Upper Deck and Hasbro (NASDAQ: HAS) are entering into a multiyear global licensing partnership to produce trading cards and tabletop games around iconic IPs including Transformers, GI Joe, Power Rangers, M.A.S.K. and Jem and the Holograms, according to an announcement from the companies today. Terms and length of the deal were not disclosed.

The first product of the partnership is a set of trading cards celebrating the 40th anniversary of Transformers: The Movie, scheduled to drop exclusively at Target stores in mid-September.

“Hasbro is one of the most recognizable brands in the world and has shaped generations of fans and pop culture storytelling,” stated Jason Masherah, President of Upper Deck. “The characters and universes they’ve created represent lasting connections to stories that have been cherished for decades.

Our goal with this collaboration is to create trading card experiences that honor the franchise legacies while giving fans new ways to engage with the titles they love.” “Choosing to collaborate with Upper Deck opens the door to premium trading cards that commemorate the properties fans have loved for generations,” stated Marianne James, Senior Vice President, Global Licensing at Hasbro.