Mattel Signs Licensing Agreement for Trolls


Mattel has signed a multiyear global licensing agreement with Universal Brand Development for DreamWorks Animation’s Trolls.

Through the agreement, Mattel has the rights to develop a full line of toys for the hit franchise, including dolls, vehicles, plush, games and more. The first collection is expected to launch at retailers around the world in fall 2023, coinciding with the November 2023 release of the new Trolls film.

This agreement builds on Mattel and Universal Brand Development’s existing licensing partnership for DreamWorks Animation’s Spirit Riding Free, Illumination’s Minions, Universal Pictures and Amblin Entertainment’s Jurassic World and Universal’s Fast & Furious.

“DreamWorks Animation’s Trolls has captivated the hearts of families all over the world with its colorful characters and optimistic message,” said Nick Karamanos, senior VP of entertainment partnerships at Mattel. “We look forward to building upon our strong relationship with Universal and DreamWorks and make great toys that will inspire children to find their happy place with a spectacular Trolls line.”

“We’re thrilled to expand our partnership with Mattel to include DreamWorks Animation’s beloved Trolls franchise,” said Joe Lawandus, senior VP and general manager of global toys and hardlines at Universal Brand Development. “Our collaboration with Mattel will deliver an all-new innovative toy line that will bring the vibrant, musical world of the Trolls to life.”