LICENSING NEWS

Hasbro partners with Disney for Frozen and Princesses

Published on: 26th September 2014

Hasbro has announced a new strategic merchandising relationship with Disney Consumer Products for the Disney Princess and Frozen properties.frozen300

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 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 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.”

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 results 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.”

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