By Gary Symons
TLL Editor in Chief
Toymaker Mattel has revealed its new line up for its licensed Disney Princess and Disney Frozen lines.
The Disney dolls line is among the most popular in the world, as it celebrates the adventures of Disney ‘Princess’ films and particularly Disney Frozen. The Mattel dolls are known for their attention to detail, allowing fans to bring Disney characters and stories to life through what Mattel describes as “rich systems of play that spark imagination.”
The new line delivers on research insights on what kids want, including more animal friends and sidekicks, reveal innovation, castles, houses and vehicles, hair play and color change features, and expanded storytelling opportunities. The Disney Princess and Disney Frozen characters are all accompanied by accessories and sidekick characters, such as Rapunzel and her horse Maximus.
The toys are now on store shelves around the world, and feature true-to-character facial features, hair fiber tailored to the characters, and premium fabrics.
Mattel also says the line isn’t just for kids, as it will also include unique, premium collector offerings for adult fans that will celebrate the Disney Princess and Disney Frozen characters in a brand-new way. Together, Mattel and Disney will also bring the Disney Villains out of the shadows with a curated collection of premium dolls, capturing the essence of these malevolent but fascinating characters.
The new line-up follows last year’s announcement that Mattel had secured the global licensing rights to develop lines of toys for Disney Consumer Products, Games and Publishing, including fashion dolls, small dolls and figures.
Under the agreement, Mattel now has the global licensing rights to develop lines of toys for the Disney Princess line and the Frozen franchise.
Mattel formerly held the rights to these lines until Hasbro won an agreement for the Princess and Frozen lines, but that agreement expired as of the beginning of 2023, with the rights now reverting back to Mattel.
“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.”
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 and Disney Frozen.