Mattel and Disney launch licensing agreement

Mattel, Inc. on Wednesday (January 26th) announced a multi-year global licensing agreement for the Disney Princess and Frozen franchises that gives the toymaker worldwide licensing rights to future toy lines under the Disney Consumer Products, Games and Entertainment umbrella. Publishing for fashion dolls, small dolls, figurines and more.

The new collection is expected to debut at retailers around the world next year, the announcement says.

“We are incredibly proud to welcome the Disney Princess and Frozen lines back to Mattel,” Mattel President and Chief Operating Officer Richard Dickson said in the statement. announcement. “As the global leader in dolls, we look forward to bringing our unique Mattel Playbook approach to brand management, product and marketing expertise, and unwavering attention to detail and quality to create innovative and inspiring lines for these iconic stories and characters.”

The new licensing agreement strengthens the licensing agreement between Mattel and Disney on Pixar Animation Studio’s Toy Story and Cars franchises and the companies’ worldwide licensing agreement for Lightyear, according to the announcement.

“The courage and compassion found in our Disney Princess and Frozen stories and characters continue to inspire fans around the world,” said Stephanie Young, president of Disney Consumer Products, Games and Publishing, in the announcement.

“Deepening our long-standing relationship with Mattel, we look forward to expanding the worlds of Disney Princess and Frozen, ushering in an innovative new era of these beloved franchises through engaging products and play opportunities,” said she declared.

As part of the agreement, Mattel will develop dolls based on the stories of Disney Princesses, including Aladdin, Beauty and the Beast, Brave, Cinderella, The Little Mermaid, Mulan, Pocahontas, The Princess and the Frog, Beauty in the Woods dormant, Snow White and the Seven Dwarfs. , Tangled, Disney Frozen, The Little Mermaid Live Action, Moana D+ Series, Tiana D+ Series, Aladdin Live Action, Beauty & the Beast Live Action, Cinderella Live Action and Mulan Live Action.

Related: Disney obtains a patent for Metaverse technology related to reality with AR

Late last year, Disney was granted a patent to create interactive, personalized attractions for theme park visitors in the Metaverse through a “virtual world simulator in a real location” patent. The technology would come with headset-less augmented reality (AR) attractions at the entertainment giant’s theme parks.

It will track visitors on their cell phones and generate and project custom 3D effects onto various objects in the park.



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