Mattel takes over Trolls toy license from Hasbro

Ahead of a third movie due out in fall 2023, the toyco is developing a new line of dolls, vehicles, plush and games for DreamWorks Animation's classic franchise.
March 29, 2022

LA-based toymaker Mattel has inked a multi-year global licensing deal with Universal Brand Development for DreamWorks Animation’s Trolls.

Mattel takes over the rights from Hasbro and will develop a new collection of toys for the franchise, including dolls, vehicles, plush and games.

Its first range of Trolls products will arrive at retail in fall 2023, just before the third feature film is released in theaters. Trolls World Tour and Trolls premiered in 2020 and 2016, respectively, and collectively earned around US$400 million at the global box office. Trolls World Tour, which premiered as a date-and-day release during the pandemic, also earned around US$100 million in rental fees, according to Universal.

This new licensing deal builds on an existing partnership between the companies that has seen Mattel develop toys for brands such as Spirit Riding Free, Illumination’s Minions, Universal Pictures and Amblin Entertainment’s Jurassic World and Universal’s Fast & Furious.


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