Disney Taps Hasbro for Dolls

Disney Consumer Products and Hasbro have entered a new strategic merchandising relationship to develop dolls for the Disney Princess and Frozen properties.

April 6, 2018

Disney Taps Hasbro for Dolls


Mattel previously held the license for Disney Princess dolls.

The agreement gives Hasbro global rights (excluding Japan) to develop dolls based on Disney Princess stories and characters including Cinderella, Beauty and The Beast and The Little Mermaid, as well as Frozen beginning in 2016.

“We are excited about our collaboration with Hasbro on the Disney Princess and Frozen franchises and the expansion of a robust partnership that has already yielded tremendous results across our Star Wars and Marvel properties," says Bob Chapek, president, DCP. "Hasbro’s focus on quality, innovation and market-leading products designed for today’s consumer, makes them the best choice to grow one of the world’s most popular girls brands.”

“We are delighted to have been selected by Disney Consumer Products to develop dolls for the Disney Princess and Frozen

franchises," says Brian Goldner, president and chief executive officer, Hasbro. “Our strategic thought leadership and innovation has led to the steady growth of our girls' business over the past several years, demonstrating that we have a true understanding of girls globally and how today’s girls want to play. The entire Hasbro team is looking forward to providing consumers with inventive new play experiences based on the beloved Disney Princess and Frozen characters and stories.”


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