SDCC ‘26: Hasbro partners with Butts on Things for new collectibles line

Hasbro has struck a licensing deal with Butts on Things, the art brand that’s built a following by putting its irreverent, humor-driven characters on everyday objects. The partnership will roll out a new collectibles line—including blind packs—in 2027.

The debut is timed to San Diego Comic-Con, where Butts on Things will simultaneously mark its 10th anniversary.

“There’s no better stage to reveal a collaboration this fun than San Diego Comic-Con,” said Billy Lagor, president of toys and board games at Hasbro. He pointed to the brand’s devoted fanbase and said the goal is to channel that same humor and creativity into collectibles built with Hasbro’s manufacturing scale.

Brian Cook, the creator behind Butts on Things, framed the deal as a full-circle moment—turning what started as offhand sketches into a mass-market collectible line just as the brand hits its decade mark. He said he’s eager for both longtime fans and new audiences to see the designs come to life.

“Seeing my Friday doodles and sketches transformed into collectibles by a company with Hasbro’s creativity, quality, and legacy is incredibly exciting. I can’t wait for our community, and a whole new generation of fans, to see these creations come to life as we celebrate our 10th anniversary,” said Cook.

Terms of the deal, including pricing and specific SKU counts, weren’t disclosed.

Source: Action Figure Insider