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The Legend of Zelda getting Link and Epona LEGO set, playable Ocarina, more
A number of new products have been announced for The Legend of Zelda, including a Link and Epona LEGO set and a playable Ocarina, and more. We have a look at the LEGO set above. Here’s a look at the new ocarinas, which includes an electric version: Also on the way are Hasbro’s figures as well as an electronic Master...
Disney Topps Cards and Lorcana Drive Big Business for Company
From collectible card sets by Topps to card games by Hasbro and Ravensburger, the entertainment giant has found a growth business in a mature consumer products world.
Hasbro's Entertainment Team Moving to West Hollywood
About 100 staffers that work across film, TV, gaming, licensing and its AI studio will move from Burbank to The Lot at Formosa.
Former Nintendo of America boss Doug Bowser is joining Hasbro
Bowser retired from Nintendo at the end of 2025.
Hasbro Moving Entertainment Division to Historic Hollywood Lot
Hasbro will move its entertainment division to The Lot, the historic Hollywood studio once tied to United Artists.
Return to 'Tron: Legacy' With Hasbro's Electric New Action Figures (Exclusive)
After trying to bring some classic 'Tron' figures to life, Hasbro is heading back to the grid for a spin with the stars of the 2010 cult classic.
Hasbro Expands Location-Based Entertainment
Hasbro unveils immersive attractions, themed dining and live experiences across North America, Latin America, Middle East and Asia.
Hasbro Entertainment Advances ‘The Game of Life’ Film at Amazon MGM Studios
The project adds to a growing slate of IP-driven content spanning film, TV, and streaming.
Hasbro Partners with Legendary Entertainment for Street Fighter Line
Action figures, toys, and collectibles support the movie’s theatrical release.
Former Nintendo of America President Doug Bowser Joins Hasbro Board Weeks After Retirement
Carla Vernón, CEO of The Honest Company, Inc, is also joining Hasbro's board of directors.
Hasbro Is Making The Legend of Zelda Figures, and We've Got an Exclusive First Look at Link, Princess Zelda, and Ganondorf
Hasbro is revealing its first wave of The Legend of Zelda: Heroes of Hyrule figures at Comic-Con, and we've got an exclusive first look at all three.
The 8 biggest business stories to watch in Rhode Island in 2026
Hasbro is fleeing for Boston, two hospitals are on the brink, and Brown’s president is expected to face more pressure.
Hasbro Entertainment Names Rob Doherty VP of Production
The executive brings more than 30 years of experience to the role.
Streaming’s Biggest Show Returns…and a Buzzy Genre Struggles
(Welcome to my weekly streaming ratings report, the single best guide to what’s popular in streaming TV and what isn’t. I’m the Entertainment Strategy Guy, a former streaming executive who now analyzes business strategy in the entertainment industry. If you were forwarded this email, please subscribe to get these insights each week.) Obviously, the big news of the week (if not month) is Netflix letting go of executive Bela Bajaria, their chief content officer. I’m going to cover this in my next “Most Important Story of the Week”, but I also have a data angle that I might publish before then. (Too much news this month, am I right?) But first, I have a bonus Streaming Ratings Report issue for you. Today’s article is a bit of a grab bag of topics I’ve wanted to write about, but couldn’t squeeze into the (already very long) Streaming Ratings Report issues. The NFL drives huge viewership numbers, so I’ve got a look at that. A whole bunch of TV shows returned to the traditional broadcast channels, and I have thoughts. And I have a quick look at adult animated shows, since a couple flopped earlier this month. Plus, the Emmys aired earlier this month, and we got some fun data bout how popular those nominated shows are and why I’m not optimistic about the show’s future. That’s a lot, so let’s dive right in. Subscribe Sports - Football Remains the King of Streaming Over the last two Streaming Ratings Reports, I sorta ignored the biggest “show” each week. (I was tempted to say “piece of content” but I know that word bugs folks.) In my database, I call these “specials”, and they sure are special. I speak of the king of American TV: football!!! Streaming football is back and, unlike some other sports, it routinely dominates all viewership. Probably the best way to show this is to update one of my favorite graphics, the “40 Million Hour Club”1 since football games have joined that club each week they’ve premiered: (Yep, that’s the data through 28-Sep, the first four weeks of the season. As a reminder, I take the average minute audience provided by Nielsen, factor out a percentage of linear TV viewers in home markets, and multiply the run time by the three-hour runtime.) Again, the numbers are huge. Let’s start with Netflix. They grabbed the rights to the bonus opening week NFL Kickoff game (which was on YouTube last year) and it put up 18.5 million viewers on average. That nets out to 47.4 million hours of estimated streaming hours. That’s good! Though, notably, it’s well below Christmas Day games from previous years. Compared to other streamers/broadcasters, that’s a bit of a mixed result. On one hand, Netflix’s 18.5 million average is about what YouTube claimed last year, though Nielsen used a bespoke methodology at that time, so I trust this viewership figure more. So that’s good. (The game also shifted from a Friday to a Thursday and that could have helped the viewership as well.) And Netflix continues to best Prime Video in total viewership—as you’ll see next—though Netflix has had much higher-profile (opening week and Christmas Day) games. NBC/Peacock’s opening game the night before averaged 25.1 million average viewers, which is just much bigger than Netflix (or Prime Video). That’s the big caveat to all streaming viewership records: even in success, they can’t compete with traditional linear TV. Previously, I called this my “hierarchy of viewership”, and the data keeps supporting that thesis. The downside for NBC is that this game’s viewership was down compared to previous years, though it may be a counting issue. Here’s a great chart from Sports Media Watch: Indeed, looking at all the opening week games across all windows, Netflix still lags the other primetime windows, but does well compared to the afternoon games: I saw a few folks make the case that streamers still lag traditional broadcasters in reach, and I’d add they really lag compared to “broadcast plus streaming” options like NBC/Peacock, ESPN/Disney+ and CBS/Paramount+. The best data I saw for this came from Samba TV, who charted reach through the 2025 season, and, wow. (Samba TV’s numbers are historically lower than Nielsen’s, so don’t compare their household figures to Nielsen’s hours, but use them as a proxy for the relative reach of the streamers.) The good news is Prime Video is NOT having a down year. Their opening Thursday Night Football game reached 18.6 million viewers (about what Netflix got), but that’s a high for Prime Video on Thursdays and the biggest Thursday night game since 2015. The TNF games the weeks of 21-Sep and 28-Sep continued this streak, getting 43.1 (16.8 million average viewers) and 42.5 total hours (16.6 million average viewers), which were both up from last year. Still, that continues the (typical) season slide: (For those new-to-streaming-football-numbers folks, the viewership declines for Thursday Night Football as the year goes along.) Overall, it appears as if Prime Video is now part of the “football habit”, be it for customers at home or out at places like bars and restaurants. And its viewership is slowly catching up to broadcast. One last chart shows this. Last season, Nielsen started adding out-of-home viewership to the charts, so I try not to do season-to-season comparisons as I did for the first few years. And while Nielsen added Big Data viewing this year, I’m going to compare the last two seasons. Here’s that chart, which shows the season-over-season gains: When it comes to streaming football, we have to keep a few seemingly contradictory thoughts in our head… First, streaming doesn’t come close to matching broadcast’s reach and, thus, viewership. Second, even with that gap, football is still the biggest “thing” on streaming. It’s very, very popular. Third, while some methodology changes have likely helped Prime Video’s numbers, their viewership does appear to be growing. Lastly, yeah, the NFL started the season off poorly, with week one dragging down the numbers in year-over-year comparisons. However—and again, methodology changes may have helped this—the viewership grew compared to previous seasons over the next couple of weeks. So football is still king. On streaming and off. Television - Adult Animation Continues to NOT Make the Streaming Charts In the last two reports, two adult-animated shows whiffed: Netflix’s animated comedy, Dang! Paramount+’s Sega-video-game-inspired fantasy/comedy, Golden Axe. Neither made the charts, but that’s usually the case for animated shows. I mean, here’s literally every animated show that’s made the Nielsen Original charts since the start of 2025: And one of those shows is G_abby’s Dollhouse_! A kids show! The problem with charts like this is that they don’t give you a sense of how many shows miss the charts. Netflix had at least eleven animated flops, including comedies like Big Mouth (a show everyone assumed was popular in the pre-Streaming Ratings Era), Long Story Short, Haunted Hotel, Mating Season, Strip Law, and Alley Cats, and action shows like Blood of Zeus, Castlevania: Nocturne, Devil May Cry, Splinter Cell: Deathwatch, and Tomb Raider: The Legend of Lara Croft. Prime Video had at least six animated misses, two in the same universe (Hazbin Hotel, Helluva Boss), three more comedies (#1 Happy Family USA, The Second Best Hospital in the Galaxy and Kevin) and an action show (The Mighty Nein). Disney+ had MCU and Star Wars animated misses (Eyes of Wakanda, Marvel Zombies, Star Wars: Visions, Star Wars: Maul – Shadow Lord, and Star Wars: Tales of the Underworld) but I can’t tell how many of those shows were geared towards adults. HBO Max had Harley Quinn and Hulu had Solar Opposites. None of these shows made the charts! That’s a lot of misses! If I remade the chart with all those misses, here’s how it would look: Listen, I know the counter arguments. First, it’s cheaper to produce animated shows than live action. Fair enough, but with viewership this low, even that cheaper price point starts to not matter. Second, just look at the acquired charts. Hit animated comedies can generate viewership for years! Shows like The Simpsons, South Park, Family Guy, and Bob’s Burgers do really, really well. Fair enough, but streaming has failed to recreate the dynamic that Fox has mastered so well. That’s a problem for streaming still. Television - Emmys! The annual Emmys broadcast was a few weeks ago, and I’ve got data on how the nominees performed on streaming, plus hot takes on this year’s viewership (and the big news about the broadcast’s, er, streamcast’s future). We’re just getting started with this issue, but the rest is for paid subscribers of the Entertainment Strategy Guy, so if you’d like to find out… The top Emmy-nominated shows… ...why I’m worried about the future of the Emmys telecast... ...the pros of broadcast television ...and the cons... ...please subscribe! We can only keep doing this great work with your support. Coming Soon! Next week, we’ve got a double issue (since the weeks of 21-Sep and 28-Sep were so light), but then I’ll be all caught up after a deluge of streaming ratings data from Nielsen in September. In the meantime, I’m going to try to take a look at Netflix’s stats to explain why Bela Bajaria is out. But even light weeks give me plenty to talk about. The Great British Baking Show returns to Netflix and Apple TV has a buzzy new star-studded comedy. And Netflix has a controversial-but-appears-to-be-popular new game show. Plus big films like Toy Story 5, Backrooms and The Breadwinner head to streaming. And is East of Eden a hit? After that, The Kardashians return to Hulu, Prime Video has a reboot of Carrie, and Netflix has a horror show, Below. Disclosure Day heads to Peacock, The Housemaid heads to HBO Max_,_ a new Ben Affleck film, Animals, lands on Netflix, and Apple TV has a new John Cena action film based on, checks notes, Hasbro’s Matchbox toys. Okay. Longterm, some interesting TV production news. HBO Max ordered How to Survive Without Me, starring Kaley Cuoco, Joshua Jackson, Ray Romano and Rita Wilson, for fifteen episodes! I love that some streamers (or, at least, HBO Max) are finally ordering TV shows with more than eight episodes. In less wise production news, Landman does not appear to be coming back this year, since it just started production. Frankly, I don’t love this (get your shows out on time) but Landman is so popular, I doubt it matters.
Hasbro reveals The Legend of Zelda: Heroes of Hyrule toys
The wait is over, as Hasbro has officially revealed the first images of its new The Legend of Zelda action figure line, known as Heroes of Hyrule. The collectibles are based on The Legend of Zelda: Tears of the Kingdom, rather than the upcoming live-action movie as some had speculated. Each figure features extensive articulation and includes a variety of...
Hasbro Entertainment Names Rob Doherty VP of Production
Doherty will run production across Hasbro’s animation and digital content slate.
Hasbro unveils new figurines for Spider-Man: Brand New Day — and MCU fans think they spoil a big 'badass' event in Tom Holland's next Marvel movie
'Oh s**t, are we actually getting that one scene?'
Hasbro announces new partnership with Nintendo for Zelda toys
Today, Hasbro announced a new licensing partnership with Nintendo for toys based on The Legend of Zelda. The collaboration begins in 2027. We should be getting our first look at what’s planned very soon. At San Diego Comic Con, three 6″ scale figures will be revealed. Comic Con takes place between July 23 and July 26. Billy Lagor, President Toys...
Ex-Nintendo of America Boss Doug Bowser Joins Hasbro, Owner of Dungeons & Dragons and Magic: The Gathering
Doug Bowser, the former president and chief operating officer at Nintendo of America, has joined the board of directors at Hasbro.
‘Baldur’s Gate’ TV Series Continuing Game’s Story In Works At HBO From ‘The Last Of Us’ Co-Creator Craig Mazin & Hasbro Entertainment
‘Baldur’s Gate’ TV Series Continuing Game 3's Story In Works At HBO From ‘The Last Of Us’ Co-Creator Craig Mazin and Hasbro Entertainment
NERF Action Xperience finally coming to Pigeon Forge, along with Peppa Pig
Here’s what to expect from The Play District: Powered by Hasbro, an indoor attraction featuring NERF, Peppa Pig and other brands near Gatlinburg.
Hasbro Shares Sneak Peek Of Its Official Legend Of Zelda Toy Line
It will include multiple scale figures
Hasbro Entertainment Hires Animation Veteran Rob Doherty as New VP of Production
Hasbro Entertainment has announced the appointment of Rob Doherty as Vice President, Production. He will oversee production across Hasbro’s expanding animation and digital content slate, supporting the company’s continued growth in the space. Doherty brings over 30 years of experience in the kids’ television industry, with deep expertise in development and international co-productions. He has […]
The Future of the Toy Industry Isn’t Toys. It’s Magic.
Sales of a three-decade-old card game called Magic: The Gathering have been booming. “It is a mega franchise,” Hasbro’s CEO says.
‘That would be insanity’: Baldur’s Gate 2 lead says he turned down Hasbro’s request to make Baldur’s Gate 4
Baldur’s Gate 2 developers declined a request to make a sequel to Larian’s third entry…
Hasbro’s The Legend of Zelda Figures Are Up for Preorder at Select Retailers, but You’ll Want To Grab You Favorites Fast Before They Sell Out
Hasbro's The Legend of Zelda figures of Link, Zelda, and Ganondorf are now available to preorder from select retailers. With a release date of May 1 next year, we've broken down where they're available to buy right now.
The Future of the Toy Industry Isn’t Toys. It’s Magic.
Sales of a three-decade-old card game called Magic: The Gathering have been booming. “It is a mega franchise,” Hasbro’s CEO says.
Baan Holding Group Launches Construction Of 'Playocity' Entertainment Project With Hasbro
BAAN HOLDING GROUP TADAWUL:1820:
BAAN Holding: Playocity Entertainment Project in Jeddah to Cost SAR 25 Million
BAAN Holding Group Company announced that the estimated cost of its new Playocity entertainment project, in partnership with global brand Hasbro, is…
"We're talking about at least half a decade of horror": former Exodus lead explains why he wasn't keen on doing a Baldur's Gate 4 despite Hasbro offering the chance
After Larian opted against a Baldur's Gate 4, Hasbro asked Archetype Entertainment head James Ohlen if he fancied a crack at it and he wasn't keen.
Mattel Wants To Succeed In Games Where Hasbro Is Failing
Mattel is looking to succeed where Hasbro failed
Toy Story 5, Backrooms and The Breadwinner Vie to Become the Second Biggest Film This Year...
(Welcome to my weekly streaming ratings report, the single best guide to what’s popular in streaming TV and what isn’t. I’m the Entertainment Strategy Guy, a former streaming executive who now analyzes business strategy in the entertainment industry. If you were forwarded this email, please subscribe to get these insights each week.) Often, people blame “data” for ruining Hollywood, when I’d argue that hype (which can often be debunked by data) is often worse, as you can see in these two headlines. To use a common meme, here’s how it started: and how it’s going: Earlier this year, I read countless (and I mean countless) articles (in almost every mainstream media outlet) about how Heated Rivalry was a huge hit and that it “heated” interest in hockey. But Heated Rivalry wasn’t a huge viewership hit compared to the hype: [ ](https://entertainment.substack.com/p/you-cant-eat-buzzdid-heated-rivalrys) [ You Can’t Eat Buzz…Did Heated Rivalry’s Buzz Translate into Actual Viewership? ](https://entertainment.substack.com/p/you-cant-eat-buzzdid-heated-rivalrys) Entertainment Strategy Guy · Jan 22 [ Read full story ](https://entertainment.substack.com/p/you-cant-eat-buzzdid-heated-rivalrys) In this case, the hype (Heated Rivalry is really popular) belied the data (It didn’t make the top ten charts, meaning it wasn’t a huge hit.1) Even worse, every time I write about this, I get a lot of negative feedback, hence why I only sparingly mention the show these days or add lots of caveats when I write about it, but this just further cements the hype. But companies, and the executives leading them, have to determine strategy based on reality, not media coverage. The NHL committed real marketing dollars to a campaign that didn’t work. Sure enough, the latest NHL season opened to under a million viewers. At some point, you have to focus on what the data says, because real dollars are at stake. And that’s why we have the Streaming Ratings Report! To provide and analyze cold, hard data. Luckily, this week, I can be positive and take a look at a huge opening on streaming, along with a very buzzy horror film that customers kind of like, but don’t really love. And a comedy that tried to rebound on streaming. Today, I’m covering two weeks—21-Sep and 28-Sep—so we have a lot to discuss (nearly 5,000 words worth), including a series of film misses for Netflix, another argument for weekly-released TV shows on streaming, another sitcom tries to avoid the comedy curse, Netflix has two new game shows (one powered by AI), Reacher falling off the charts after a huge run, Prime Video tries its hands at the romcom game**,** a look at the WNBA’s big season, a big night for the VMAs on CBS and MTV, all the flops, bombs and misses, and a whole lot more. (Reminder: The streaming ratings report focuses on the U.S. market and compiles data from Nielsen’s weekly top ten viewership ranks, Luminate’s Top Ten Data, JustWatch and Reelgood interest data, Samba TV household viewership, company datecdotes, Netflix hours viewed data, Google Trends, and IMDb to determine the most popular content. While most data points are current, Nielsen’s data covers the weeks of September 14th to October 4th, 2026. You can find a link to my terminology here.) Subscribe Film - Two Hits and a Miss Come to Streaming… Three very interesting films came to streaming in one week, and I like comparing them since they show the range of theatrical films. One was a huge blockbuster, one was popular, and one was neither. One is a horror film, a buzzy genre; one is a comedy, a struggling genre; and one is an animated family film, the king of the box office. One went to a tiny streamer (HBO Max), one went to a second-tier streamer (Disney+), and one went to the biggest (Netflix). So… If you just went by box office, you’d expect Backrooms—the $197 million grosser, and partner of Obsession for “YouTube Horror Summer”—to dominate on streaming. If you read this report, though, you know that horror films don’t do great on streaming, and that’s the case again. Backrooms opened at 3.8 million hours according to Nielsen, and had 3.9 million hours in its second week. Here’s how that stacks up to other HBO Max films: We’re just getting started with this issue, but the rest is for paid subscribers of the Entertainment Strategy Guy, so if you’d like to find out… ...why I don’t buy Backrooms budget… …two new games shows arrive on streaming… …another sitcom struggles… ...another argument for putting out shows weekly on Netflix... ...and a whole lot more, nearly 5,000 words more... ...please subscribe! We can only keep doing this great work with your support. If you want an idea of just how much content you’d get in a full issue, check out this older issue. Coming Soon! Next week, I’ll be taking a look at the eighth season of Hulu’s The Kardashians, answering the question: will this show ever make the charts? If Mormon wives can make it, surely one of social media’s most popular families can as well. Also, Prime Video has a new horror show based on popular IP, Carrie, Netflix has a horror show starring Josh Hartnett, Below, and Apple TV has a UK import, Small Prophets. Plus a bunch of movies like Disclosure Day heading to Peacock, The Housemaid coming to HBO Max, Ben Affleck’s latest on Apple TV, Animals, and Matchbox the Movie on Apple TV, a John Cena action comedy inspired by Hasbro’s toy cars. The week after is even busier! I’ll look at another IP-based horror show, Crystal Lake, a new MCU show on Disney+, VisionQuest, season two of The Lowdown on FX/Hulu, the fourth seasons of The Diplomat on Netflix and Tulsa King on Paramount+, another season of Love is Blind, and four straight-to-streaming films: Netflix’s Sacrifice (starring Chris Evens, Anya-Taylor-Joy, Vincent Cassel, John Malkovich, Salma Hayek. Charlie XCX), Apple TV’s Tenzing (starring Tom Hiddleston and Willem Defoe), Prime Video’s Love of Your Life (Margaret Qualley) and Masterplan (Stanley Tucci) and a whole lot more, somehow. Long term, here’s some huge IP news: a Game of Thrones movie is coming to theaters, Game of Thrones: Aegon’s Conquest in 2029, while Jon Watts (who helmed three of the most recent Spider-Man movies) is directing the next Star Wars trilogy, to be written by Simon Kinberg. I’m cautiously optimistic for both. It feels obvious to say that making good movies matters, but for bets this big (Star Wars is on a swoon, Game of Thrones hasn’t been to theaters yet), the quality has to be there.
Former Nintendo Of America President Doug Bowser Joins Hasbro's Board Of Directors
King of the Kenner