Home Doll industry Mattel recovers Disney doll license from Hasbro • The Toy Book

Mattel recovers Disney doll license from Hasbro • The Toy Book

Ultimate Disney Princess Celebration | Source: Disney

A royal upheaval in the toy and licensing industry has entered a new chapter.

After losing the rights to produce the Disney Princess and Frozen dolls to Hasbro in 2014, Mattel regained the license.

Starting in 2023, Mattel will launch a full line of fashion dolls, small dolls and figurines inspired by 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, Tangleddisney Frozenthe next Moana and Tiana The Disney+ series and live-action versions of Aladdin, Beauty and the Beast, Cinderella, The Little Mermaidand Mulane.

“We are extremely proud to welcome the Disney Princess and Frozen lines back to Mattel,” said Mattel President and Chief Operating Officer Richard Dickson. “As the global leader in dolls, we look forward to bringing our unique Mattel Playbook approach to brand management, product and marketing expertise, and unwavering attention to detail and quality to create innovative and inspiring lines for these iconic stories and characters.”

In 2014, industry rumblings identified Mattel’s internal focus on its Monster High and Ever After High brands as the reasoning behind Disney’s decision to license the company’s East Coast rival. Under the terms of the deal, Hasbro began producing Disney Princess and Frozen toys from 2016.

Mattel’s relationship with Disney dates back to the 1950s and has continued in recent years through extensive licensing collaborations across multiple brands and categories.