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Hasbro has been named the master toy partner for Sony Pictures’ animated series Messi and the Giants, developing figures, playsets, role-play items and collectibles. The series and first licensed products are planned for 2027, with Disney+ and Disney Channel named as its platforms. Other partners include Adidas, Penguin Random House, Rubie’s, Centric Brands and Panini.
Hasbro will lead the toy program for Sony Pictures’ animated sports-fantasy series Messi and the Giants, producing action figures, playsets, role-play items and collectibles. The licensing announcement comes ahead of a planned 2027 premiere on Disney+ and Disney Channel, with the first products also expected to reach stores that year.
The series is inspired by soccer star Lionel Messi and follows a fictional 12-year-old named Leo. In the premise supplied for the announcement, Leo becomes trapped in an alternate reality and must face legendary giants in soccer-style battles to get home. The series is scheduled to premiere globally on Disney+ and on Disney Channel in the United States in 2027.
Hasbro’s remit covers toys and collectibles tied to the show. The broader licensing lineup includes Adidas for footwear, apparel and sports accessories; Penguin Random House for worldwide publishing; Rubie’s for Halloween costumes and party goods; Centric Brands for apparel, accessories and home products; and Panini for stickers and collectibles.
The announcement says Adidas footwear will also appear on-screen, describing the inclusion of its children’s shoes as a first for the brand in a story. Product categories have been outlined, but the companies have not provided specific product names, prices, release dates or retail availability. The report identifies Sony Pictures as the source of the licensing information.
A Multi-Category Launch Plan
The partnership positions the series for a coordinated consumer-products launch across toys, publishing, clothing and collectibles, rather than relying on a single product category. Hasbro’s master toy role gives it responsibility for the central play line, while the other licensees extend the property into products aimed at fans and families.
The planned timing links the first product wave to the show’s expected 2027 debut. That gives viewers the prospect of finding licensed items around the same period they encounter the series, although exact launch schedules and distribution plans have not been announced. The arrangement also makes the series’ commercial rollout dependent on the project reaching its stated release window.
For Hasbro, the deal adds a soccer-themed animated property to its toy slate. The announcement does not disclose financial terms, minimum guarantees or the length of the license, so the scale and expected value of the agreement cannot be determined from the information released.
Messi and the Giants action figures
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The Series and Its Licensees
Messi and the Giants is described as a sports-fantasy story built around Leo, a 12-year-old character who uses soccer in encounters with giants in an alternate reality. The supplied report says the project is inspired by Lionel Messi; it does not describe Messi’s role in production or confirm whether he will appear as a character or voice performer.
Sony Pictures is setting up licensing partners across several categories before the series’ planned release. Hasbro is responsible for toys, Penguin Random House for chapter books, graphic novels and activity books, and Panini for stickers and collectibles. Adidas, Rubie’s and Centric Brands have separate product categories. The report initially refers to products rolling out in summer and further launches in fall, then identifies 2027 as the year for the premiere and first product wave; it does not give firm dates within that year.
“Hasbro will lead the charge as master toy partner”
— Sony Pictures, as quoted in The Toy Book report
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Release Details Still Pending
The announcement does not specify exact premiere or product-release dates, prices, retailers or the countries where each item will be sold. The planned 2027 timing is the only year-level schedule provided, and the report’s references to summer and fall are not tied to confirmed calendar dates.
There is also no information on Hasbro’s licensing fees, contract duration, production quantities or sales expectations. The source material does not say whether Messi himself will participate in the series beyond its inspiration, or provide details such as the show’s episode count, creative team or voice cast. Those details remain unconfirmed in the announcement.
Lionel Messi licensed collectibles
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Details Expected Before Launch
The next milestones are further information about the series and the licensed product range, followed by the planned 2027 premiere and first product wave. Sony Pictures and its partners may announce individual items, launch dates and retail plans closer to release; none are specified in the report.
For now, the confirmed development is the licensing lineup and the partners’ stated product categories. Whether the schedule or product plans change before launch is not clear.
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Key Questions
What is Hasbro making for Messi and the Giants?
Hasbro is the master toy partner and is set to develop action figures, playsets, role-play items, collectibles and other toys inspired by the series.
When will the series and products launch?
The series and first licensed products are planned for 2027. The announcement does not provide exact premiere dates or store-release dates.
Where is Messi and the Giants expected to air?
The series is scheduled for a global release on Disney+ and a U.S. airing on Disney Channel.
Which companies are also making licensed products?
The announced partners include Adidas, Penguin Random House, Rubie’s, Centric Brands and Panini, with roles covering footwear, books, costumes, apparel, home products, stickers and collectibles.
Will Lionel Messi appear in the series?
The series is described as inspired by Messi, but the announcement does not confirm whether he will appear on-screen, voice a character or take part in production.
Source: rss
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