Hasbro has secured the global rights to develop a new line of dolls based on the Oscar winning Disney animation, Frozen.
In a new partnership with Disney Consumer Products, the branded play leader will also develop a new line of dolls based on the popular Disney Princess stories with characters including Cinderella, Beauty and The Beast and The Little Mermaid.
The new range will be launched in 2016.
“We are delighted to have been selected by Disney Consumer Products to develop dolls for the Disney Princess and Frozen franchises,” said Hasbro president and CEO, Brian Goldner.
“Our strategic thought leadership and innovation 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.”
The partnership between Hasbro and Disney has already seen an extensive collection of Star Wars and Marvel yield “tremendous success” for the two. Over the past ten years, Hasbro has grown its girl’s category revenues from nearly $300 million to more than $1 billion in 2013.
Bob Chapek, president, Disney Consumer Products, added: “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 result across our Star Wars and Marvel properties.
“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.”