Hasbro wins Disney’s ‘Frozen’ doll license starting in 2016

Hasbro will take over the doll licensing for Disney’s “Frozen” in 2016.
(Associated Press)

Hasbro Inc. won the doll licenses to Disney’s hit Frozen brand starting in 2016, a coup for the toy maker as it expands its offerings for girls.

The Pawtucket, R.I., company also scored the licenses for the Disney Princess properties, including Cinderella and Little Mermaid.

Disney’s decision is a blow to rival toy maker Mattel Inc., which dominates the fashion doll category and currently holds the licenses to both properties.

Hasbro Chief Executive Brian Goldner said the company has steadily grown its girl business in the last few years.


“We have a true understanding of girls globally and how today’s girls want to play,” he said in a Wednesday statement.

The Disney movie “Frozen” has been a phenomenal success both at the box office and in related merchandise sales. Bryan Stockton, the chief executive of Mattel, called the Frozen brand “the star of the portfolio” this summer.

Alex Clark, a spokesman at Mattel, said the company holds the licenses for another two holiday seasons during the “arc and apex” of “Frozen’s” popularity among children. He also pointed to Mattel’s other doll brands, including Barbie and Monster High.

“We are naturally disappointed,” Clark said. “But we are confident in our portfolio moving forward.”


Twitter: @ShanLi

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