Toy giant Mattel has signed a global, multiyear licensing deal for two of Disney’s most popular franchises.
Under the agreement, Mattel will have the global licensing rights to develop lines of toys for the Disney Princess line and the Frozen franchise. The agreement is with Disney Consumer Products, Games and Publishing, and includes fashion dolls, small dolls, and figures.
Mattel formerly held the rights to these lines until Hasbro won an agreement for the Princess and Frozen lines, which it will continue to operate under until 2023.
“We are incredibly proud to welcome back the Disney Princess and Frozen lines to Mattel,” said Mattel President and COO Richard Dickson. “As the worldwide leader in dolls, we look forward to bringing our unique MattelPlaybook 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.”
The new licensing arrangement builds on the existing licensing relationship between Mattel and Disney for Pixar Animation Studio’s Toy Story and Cars franchises, and the recently announced global licensing agreement for Lightyear.
“The courage and compassion found throughout our Disney Princess and Frozen stories and characters continue to inspire fans around the globe,” said 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.”
Through the agreement, Mattel will develop dolls based on Disney Princess including 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 Frozen, The Little Mermaid Live Action, Moana D+ Series, Tiana D+ Series, Aladdin Live Action, Beauty & the Beast Live Action, Cinderella Live Action, and Mulan Live Action.
Mattel is widely considered the global leader in the doll category, as both its Barbie and American Girl franchises have been among the biggest sellers globally for many years.
That said, a partnership with Disney for some of its most popular characters is a big deal for any company. The Disney Princess line is based on characters from some of the biggest box office films in history, while Frozen is so popular the franchise gets its own category.
Walt Disney Animation Studios’ animated feature Frozen was a worldwide phenomenon in 2013, earning more than $1.27 billion in global box office and receiving the Academy Award, Golden Globe and BAFTA Award for best animated feature. Its Oscar-nominated sequel, “Frozen 2,” was released in 2019 to more than $1.45 billion globally, and the two films stand as the highest grossing animated films of all time globally.
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