Optimus Prime, one of many key characters featured within the new Transformers: The Film fortieth Anniversary buying and selling card set coming from Higher Deck in September, 2026.
Courtesy of Hasbro/Higher Deck
Higher Deck and Hasbro (NASDAQ: HAS) are getting into right into a multiyear international licensing partnership to provide buying and selling playing cards and tabletop video games round iconic IPs together with Transformers, GI Joe, Energy Rangers, M.A.S.Ok. and Jem and the Holograms, in line with an announcement from the businesses right this moment. Phrases and size of the deal weren’t disclosed. The primary product of the partnership is a set of buying and selling playing cards celebrating the 40th anniversary of Transformers: The Film, scheduled to drop completely at Goal shops in mid-September.
Jason Masherah, President, Higher Deck
Courtesy of Higher Deck
“Hasbro is likely one of the most recognizable manufacturers on this planet and has formed generations of followers and popular culture storytelling,” stated Jason Masherah, President of Higher Deck. “The characters and universes they’ve created signify lasting connections to tales which have been cherished for many years. Our aim with this collaboration is to create buying and selling card experiences that honor the franchise legacies whereas giving followers new methods to have interaction with the titles they love.”
“Selecting to collaborate with Higher Deck opens the door to premium buying and selling playing cards that commemorate the properties followers have cherished for generations,” stated Marianne James, Senior Vice President, International Licensing at Hasbro.
Higher Deck, a privately-held firm based mostly in Carlsbad, CA, already holds quite a few licenses for each popular culture and sports activities properties in addition to its personal IP, and is poised to develop its footprint within the booming pastime and collectibles house. Analysts estimate the worldwide buying and selling card market is valued at roughly $15.8 billion and is projected to develop at a CAGR of 6.5-10% by way of 2031. US toy trade greenback gross sales grew 17% YOY within the first half of 2026 (its strongest first-half efficiency in six years), with Circana citing buying and selling playing cards, collectibles, licensed merchandise, and fandom-driven play as key development drivers
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“We’ve been extremely centered on the leisure sector in case you have a look at what we’ve finished with Marvel, Disney, DC, Alien, Harry Potter, and videogame properties like Halo and Blizzard,” Masherah stated in a cellphone interview earlier this week. “Hasbro is actually like a crown jewel while you consider how many individuals grew up with Transformers, GI Joe and Energy Rangers.”
Megatron, one of many Transformers featured within the upcoming collectible card packs dropping in September.
Courtesy of Higher Deck/Hasbro
Masherah says followers have been ready many years in some instances for buying and selling playing cards of fashionable Hasbro titles, and each firms see a possibility to succeed in each youthful followers and extra seasoned collectors. Higher Deck has additionally been taking a look at methods to blend digital and physical collectibles, however Masherah says they’re nonetheless determining a method round ePacks. For the second, they’re specializing in card units out there at retail.
In line with the announcement, the primary product of the partnership is a set of playing cards marking the debut of Transformers: The Film in 1986, that includes an 80s aesthetic. The “Gen 1” Transformers set will embrace a extremely restricted card signed by authentic Optimus Prime voice actor Peter Cullen.
The preliminary drop is completely to Goal, however Masherah says a bigger 100-card Transformers: The Film 40th Anniversary set will launch to pastime and card retailers throughout the nation later this yr. That set will function characters and themes utilizing the retro 80s type Fleer branding to match the nostalgic anniversary celebration. Higher Deck acquired Fleer in 2025.
Inserts embrace “From Display screen to Web page” themed round art work from the twentieth anniversary IDW comedian collection, “Extra Than Meets the Eye” flip lenticular playing cards that showcase characters in each robotic mode and automobile mode, and “Devices of Destruction” 3D lenticular playing cards that spotlight the Decepticons and different villains from the movie. The set additionally options autograph playing cards from choose voice actors, together with, in line with Masherah, Frank Welker.
Blaster, one of many Transformers, a part of the retro-themed card set utilizing classic Fleer branding, forthcoming later in 2026 from Higher Deck below license from Hasbro.
Courtesy of Higher Deck
Masherah additionally expressed enthusiasm for the chance to develop buying and selling card video games based mostly on the Hasbro properties. Higher Deck has been gaining traction within the house with TCGs based mostly on its Legendary recreation structure.
“We’re nonetheless in discussions with Hasbro on the gaming facet,” he stated. “We’re submitting proposals to them on quite a lot of several types of video games. Our workforce is dying to do Legendary.”
Licensing its IPs to an outdoor recreation developer like Higher Deck is an fascinating strategic alternative for the corporate. Hasbro owns Wizards of the Coast, makers of the market-leading Magic: The Gathering, which generated over $1 billion in income in the course of the first six months of 2026.
“Hasbro’s inside capabilities and licensing partnerships play complementary roles,” stated James. “Our franchise-first method brings collectively the fitting experience for every alternative, and Higher Deck’s power in premium collectibles and established collector relationships makes it a powerful associate to ship distinctive, genuine merchandise for followers.”
