Hasbro deal for Frozen leaves Mattel out in the cold - Action News
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Hasbro deal for Frozen leaves Mattel out in the cold

The toy wars just heated up after Hasbro wrestled the rights for dolls from the hit movie Frozen away from its rival Mattel.

Disney sells rights to toys from hit movie Frozen to Hasbro beginning in 2016

Frozen became the top-grossing animated film ever, Disney says. Hasbro is to take over merchandising of toys from Frozen and its sequels from Mattel. (Disney/Associated Press)

The toy wars just heated up afterHasbro wrestledthe rights for dolls from the hit Disney movie Frozen away from its rival Mattel.

Hasbro Inc. announced Wednesday that its new deal with Disney Consumer Products will give it global rights with the exception of Japan to develop dolls based on Frozen.

The Pawtucket, Rhode Island-based toy company will also make dolls based on Disney Princess stories and characters including Cinderella, Beauty and The Beast and The Little Mermaid.

Disney Consumer Products spokeswoman Joss Hastings said in an interview that the rights for the Frozendolls will shift from Mattel to Hasbro in the spring of 2016.

The Hasbro agreement will also include clothing and accessories for the dolls, she added.

Disney released Frozenin movie theatres in November 2013, and it has become the fifth-highest grossing film of all time.

Oscar winner and merchandise hit

It has spawned a hugely successful soundtrack, won Oscars and sent children clamouring to their parents for any toys or other products tied to it. While Disney had trouble keeping up with product demand last year, the company has since ramped up efforts to ensure that plenty of items are available for 2014's holiday shopping season and beyond.

Hasbro's new deal with Disney expands on their existing relationship, having already teamed up on Star Warsand Marvel properties. It will also strengthen Hasbro's position in the girls category, where it already has popular toys from brands such as My Little Pony and Nerf Rebelle.

Losing the rights to the Frozendolls will be a blow to Mattel Inc. In July Chairman and CEO Bryan Stockton said during a conference call that the "star" in the second quarter was its Frozenproduct line and that it was "continuing to chase demand there." The popularity of the toys helped Mattel to offset weakness in Barbie sales, which dropped 15 per cent in the quarter.

Mattel, based in El Segundo, California, did not immediately respond to an email seeking comment.