Mattel Wins Back Disney Princess and ‘Frozen’ Toys Licensing Deal From Hasbro

Mattel Inc. has gained again the rights to provide toys primarily based on The Walt Disney Firm’s lineup of iconic Disney princesses and “Frozen” characters. Hasbro was beforehand the proprietor of the licensing deal, which it took over from Mattel in 2016.

The multiyear world licensing pact will enable Mattel to develop strains of toys for Disney Shopper Merchandise, Video games and Publishing, together with trend dolls, small dolls and figures. The gathering early in 2023.

Beneath the brand new settlement, Mattel will develop dolls primarily based on “Frozen” and the Disney Princess manufacturers, together with “Aladdin,” “Magnificence and the Beast,” “Courageous,” “Cinderella,” “The Little Mermaid,” “Mulan,” “Pocahontas,” “The Princess and the Frog,” “Sleeping Magnificence,” “Snow White and the Seven Dwarfs,” “Tangled,” in addition to the live-action variations of “The Little Mermaid,” “Aladdin,” “Magnificence & the Beast,” “Cinderella” and “Mulan,” and the Disney Plus “Moana” and “Tiana” TV sequence.

Since 2018, Mattel has made profitable again the Disney Princess and “Frozen” toy licenses a key precedence and sees its pivot in technique to an IP-drive toy firm as what led to its success in regaining the rights. The return of the Disney Princess and “Frozen” licensing association builds on the prevailing licensing relationship between Mattel and Disney, which at the moment consists of toy rights for Pixar Animation Studio’s “Toy Story” and “Automobiles” franchises, and the upcoming “Lightyear.”

Mattel inventory was up 6.63% in pre-market buying and selling Wednesday on the heels of the announcement.

“We’re extremely proud to welcome again the Disney Princess and Frozen strains to Mattel,” Richard Dickson, Mattel’s president and chief working officer, mentioned Wednesday. “Because the worldwide chief in dolls, we sit up for bringing our distinctive Mattel Playbook strategy to model administration, product and advertising experience, and unrelenting consideration to element and high quality to create modern and provoking strains for these iconic tales and characters.”

Stephanie Younger, president of Disney Shopper Merchandise, Video games and Publishing, added: “The braveness and compassion discovered all through our Disney Princess and Frozen tales and characters proceed to encourage followers across the globe,” mentioned. By furthering our longstanding relationship with Mattel, we sit up for increasing the worlds of Disney Princess and Frozen, introducing an modern new period of those beloved franchises by means of fascinating merchandise and play alternatives.”

The Wall Avenue Journal was the primary to report the information that Mattel had gained again the Disney Princess and “Frozen” toy licensing deal.