An Unlikely Partnership – LEGO X Hasbro

Even as a kid, I had an odd awareness of toy brands, maybe it was because various companies had connections to my home town. At one point Leicester was home to Mattel’s UK warehouse, Corgi Toys head office, Tonka Toys, Invicta Plastics and who could forget the legendary Palitoy, creators of the first Star Wars toys. Many of these names are long gone, whilst others live on under the Hasbro brand. Hasbro has long been considered a rival to the LEGO Group. So when rumours began to circulate that there was a Transformer LEGO® set on the way, it was taken with the largest grain of salt ever. But the set was real and the once rivals are now the best of buddies. This unlikely new partnership doesn’t show any signs of slowing.

Transformers Optimus Prime

The first fruit of this unlikely partnership was the LEGO Icons Optimus Prime set. This isn’t the first time the Transformers have appeared in brick-form. In the early 2000s, Hasbro and Oxford released several brick-based playsets under the Ker-o brand. These were a direct competitor to LEGO. The LEGO version of Autobot Leader can transform just as the other toys could. It’s possible that Prime is being joined by a fellow Transformer this year as part of the 40th anniversary celebrations.


Dungeons & Dragons – Dragon’s Keep: Journey’s End

Hot on the heels of the Transformers set, LEGO Ideas and Wizards of the Coast, a Hasbro company, announced a partnership for the 50th anniversary of Dungeons & Dragons. LEGO Ideas ran a contest asking fans to create a DnD-themed set. The winning set was Dragon’s Keep and it’s expected to be fully revealed soon it’s already being teased. A LEGO Ideas set isn’t the only LEGO DnD we’ll be treated to this year. Rumours suggest we will also be getting a DnD Collectable Minifigures series later this year.

LEGO Ideas DnD Tease


After Hasbro purchased Entertainment One, they gained control of the Peppa Pig show. Although they have since sold the production company, Peppa Pig remains part of Hasbro. As part of the 20th Anniversary celebrations, there will be several LEGO DUPLO Peppa Pig sets released later this year. Rumoured sets included a supermarket, Peppa’s house, a boat, and a treehouse, with many of the show’s characters becoming DUPLO figures. Plus Peppa Pig-themed areas will be added to various LEGOLAND Parks around the world.

LEGO Oink Tease

Author: Adam White

Howdy I'm Adam, The editor of - your go to source for the latest LEGO news, reviews and much, much more. Some of you may know me from other LEGO sites so you'll know I have a good experience of the LEGO community and a deep, passionate commitment to all things LEGO. I specialize in seeking out the latest LEGO news and products, as well as being an expert on all things LEGO gaming. So welcome to BricksFanz - Fuelling Your LEGO Lifestyle.

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