Mattel Inks New Princess Toy Deal with Disney

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Mattel has secured a multiyear global licensing agreement to take back the rights to the Disney Princess and Frozen franchises from Hasbro.

Through the new deal, Mattel will develop lines of toys for Disney Consumer Products, Games and Publishing, including fashion dolls, small dolls and figures. The collection is expected to launch at retailers worldwide beginning in 2023.

Mattel will develop a collection of dolls based on Disney Princess titles such as Aladdin, Beauty and the Beast, Brave, Cinderella, The Little Mermaid, Mulan, Pocahontas, The Princess and the Frog, Sleeping Beauty, Snow White and the Seven Dwarfs, Tangled, Disney’s Frozen, The Little Mermaid live action, Moana Disney+ series, Tiana Disney+ series, Aladdin live action, Beauty and the Beast live action, Cinderella live action and Mulan live action.

Hasbro has held the licensing rights to Disney Princess and Frozen since 2016. Mattel held the rights previously. Mattel and Disney have also inked licensing agreements for Pixar Animation Studio’s Toy Story and Cars franchises, as well as for Lightyear.

Richard Dickson, president and chief operating officer at Mattel, said: “We are incredibly proud to welcome back the Disney Princess and Frozen lines to Mattel. As the worldwide leader in dolls, we look forward to bringing our unique Mattel Playbook approach to brand management, product and marketing expertise and unrelenting attention to detail and quality to create innovative and inspiring lines for these iconic stories and characters.”

Stephanie Young, president of Disney Consumer Products, Games and Publishing, added: “The courage and compassion found throughout our Disney Princess and Frozen stories and characters continue to inspire fans around the globe. By furthering our long-standing relationship with Mattel, we look forward to expanding the worlds of Disney Princess and Frozen, introducing an innovative new era of these beloved franchises through captivating products and play opportunities.”