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Hasbro Wins Disney Frozen Toy Licenses in Blow to Mattel

Hasbro Inc. is shaking off its reputation as a boys’ toy company.

In a major coup, the company known for Transformers and G.I. Joe announced yesterday that it secured the doll license starting in 2016 for two juggernauts of the girls toy aisle with Walt Disney Co.’s “Frozen” and Princess brands. Even better for Hasbro is that it’s taking the rights to make Elsa and Cinderella figurines from larger rival, Mattel Inc.