Mattel Rises After Winning Back Disney Princess Toys From Hasbro
- Franchise returns to Mattel after going to Hasbro in 2016
- New collection expected to go on sale at start of 2023
Mattel lost the princess and “Frozen” rights to rival Hasbro Inc. in 2016.
Photographer: Karwai Tang/WireImage/Getty Images
This article is for subscribers only.
Mattel Inc. shares jumped Wednesday after the company won back the license to produce toys based on Walt Disney Co.’s princesses and the “Frozen” movies.
The second-largest U.S. toymaker announced a multiyear global licensing agreement with Disney, saying it expects the new collection to go on sale at the beginning of 2023. The news is a comeback for Mattel, which lost the princess and “Frozen” rights to Hasbro Inc. starting in 2016.