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Hasbro Expands Lucasfilm Deal, Mattel Wins Back Disney Princess & Frozen

Hasbro today announced an extension of its relationship with Lucasfilm, renewing its licensing deal for Star Wars and announcing a new agreement to develop Indiana Jones products.

At the same time, Mattel, announced a multi-year global licensing agreement for the Disney Princess and Frozen franchises (check products at Amazon), a licensing deal previously held by Hasbro.

Hasbro Expands Lucasfilm Deal, Mattel Wins Back Disney Princess & Frozen

As a master toy licensee for both franchises, Hasbro will continue to create toys and games designed to appeal to fans of all ages for the Star Wars franchise and will start on designs for the Indiana Jones franchise. The Indiana Jones line by Hasbro will be available in the U.S. in 2023, aligning with the release of the new Lucasfilm feature film.

Hasbro and Lucasfilm have a decades-long strategic merchandising relationship, as Hasbro has developed and manufactured toys and games for a variety of entertainment properties from Disney. Hasbro also announced a multi-year extension for the Marvel business in 2020 and is continuing its strong Marvel relationship with an impressive slate of upcoming content, products, and more.

Lucasfilm Star Wars

“We’re proud to deepen our close working relationship and collaborate with the Disney team to bring innovative and engaging play experiences to kids, fans, and families inspired by some of the world’s most iconic entertainment brands,” said Eric Nyman, Chief Consumer Officer, Hasbro.

“In addition to a slate of new collectibles, figures, role play gear, and games for Star Wars and Marvel, it’s an honor to bring Indiana Jones back to Hasbro and help introduce the beloved franchise to a new generation of fans.”

“Disney has long valued its relationship with Hasbro in developing fresh, imaginative products and toys that delight our fans of all ages,” said Stephanie Young, President of Disney Consumer Products, Games and Publishing.

“We’re thrilled to continue collaborating with this iconic company—one that will help lift our consumer experiences across the Marvel, Star Wars and now Indiana Jones franchises to new heights for years to come.”

The forthcoming Indiana Jones product line marks Hasbro’s return to the franchise; Hasbro last produced Indiana Jones toys in 2008, when Indiana Jones and the Kingdom of the Crystal Skull was released.

Prior to that, Kenner, which is now part of Hasbro, made toys for the original Lucasfilm film Raiders of the Lost Ark.

As far as the Disney Princess and Frozen franchises, Mattel will have the global licensing rights to develop lines of toys for Disney Consumer Products, Games and Publishing, including fashion dolls, small dolls, and figures.

The collection is expected to launch at retailers around the globe at the beginning of 2023.

“We are incredibly proud to welcome back the Disney Princess and Frozen lines to Mattel,” said Richard Dickson, President and Chief Operating Officer, Mattel.

“As the worldwide leader in dolls, we look forward to bringing our unique Mattel Playbook 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 and Disney Frozen.

Also included are The Little Mermaid live action, Moana Disney+ Series, Tiana Disney+ Series, Aladdin live action, Beauty and the Beast live action, Cinderella live action, and Mulan live action.


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