Hasbro relaunches sports collectibles brand Starting Lineup

Published on: 30th June 2022

Hasbro has announced a partnership with the National Basketball Association (NBA) and National Basketball Players Association (NBPA) for the highly anticipated re-launch of Starting Lineup, an iconic sports collectibles brand.

Launching this autumn in partnership with Fanatics, the global digital sports platform, the Starting Lineup brand will feature legendary NBA superstars as part of its first wave of figures and will be available for pre-order starting September 22 exclusively on Hasbro Pulse and across the Fanatics network of online sites, including, and official league stores. The Starting Lineup collectible will also include an exclusive, officially licensed Panini NBA trading card.

“The NBA and NBPA are tremendous partners for the return of the Starting Lineup brand, and we cannot wait for fans to experience some of the biggest names in the league as action figures,” says Eric Nyman, President and COO of Hasbro. “The return of one of the most beloved sports collectibles brands of all time would not be complete without the inclusion of fan-favourite NBA superstars.”

The revamped Starting Lineup brand will continue its legacy of bringing fans and collectors their favourite athletes in action figure form but with design like never before in a highly articulated 6” scale.

“We look forward to the relaunch of Starting Lineup in the coming months as we meet the excitement of our fans and additionally introduce a new generation to these collectibles,” says Brian Keegan, Head of Trading Cards, Memorabilia and Hardgoods at the NBA. “Through our partnership with Hasbro, these figures provide our fans a unique opportunity to build upon their connection to our game and their favourite players.”

“We are thrilled to be partners with Hasbro and Panini in relaunching this iconic brand,” adds Inky Son, VP of Licensing for THINK450, the innovation engine of the NBPA. “Working together, we hope to continue to reimagine the possibilities for sports collectibles and action figures while also amplifying our collective players’ profiles on these platforms.”

The original Starting Lineup brand developed a massive following for more than a decade by bringing sports enthusiasts figures of their favourite superstar players accompanied by a trading card, and the introduction of notable NBA players will be the first of an all-new era of major athletes joining its classic heritage. Hasbro is also working with OneTeam Partners, a Washington, D.C.-based firm, on the athlete and creative marketing campaign.

For more information on the upcoming launch of the Starting Lineup brand, visit Hasbro Pulse | Where Fans Come First.


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