Mattel Reclaims Rights from Hasbro to Produce Disney Princess Toys

Today, Mattel has the rights once again to produce toys based on Disney’s Frozen franchise and Princess lineup, more than seven years after losing it to rival Hasbro, according to Reuters.

What’s Happening:

  • The reunion will bring popular Disney films, such as AladdinBeauty and the BeastBrave; CinderellaThe Little MermaidMulan; PocahontasThe Princess and the Frog; Sleeping Beauty and Frozen, to Mattel, which will also make toys based on characters in newer Disney animations such as Moana and start selling them in 2023.
  • After losing the license to Hasbro in 2014, Mattel had turned its focus to refurbishing its Barbie brand by launching a range of gender-neutral dolls as well as dolls with different skin tones.
  • Mattel did not disclose the financial terms of the agreement, which follows similar ones with Disney for Pixar Animation Studio's Toy Story and Cars franchises as well as Lightyear.
  • Separately, Hasbro, which has been selling Disney Princess and Frozen dolls since 2016. Hasbro had renewed its licensing deal with Disney-owned Lucasfilm for Star Wars and would restart making products based on Indiana Jones.
  • Stock in Mattel has risen sharply after the toymaker said it had regained the global license for toys based on Walt Disney’s Princess lineup.

What They’re Saying:

  • Richard Dickson, Mattel president and COO:
    • “We are incredibly proud to welcome back the Disney Princess and Frozen lines to Mattel,”
  • Stephanie Young, president of Disney Consumer Products, Games and Publishing:
    • “By furthering our longstanding 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,”