MATTEL WINS ANOTHER DOLL OPPORTUNITY – FIRST DISNEY PRINCESS, NOW TROLLS
Having only recently announced the return of Disney Princess Doll rights, Mattel has further announced the signing of the Trolls license for and beyond the next instalment of the Trolls movie franchise, due for release in late 2023. Mattel’s rights are reported to cover Dolls, Games, Vehicles and Plush.
The original Trolls movie grossed a creditable $346million at the global box office. The second movie ‘Trolls World Tour’ was released just as the Covid-19 pandemic emerged, and as a result had a limited release cinematically. A third Trolls movie could be a reasonable revenue booster for Mattel in 2023 and beyond.
Mattel’s momentum definitely seems to be building – alongside the resurgence of their core iconic brands, and their move further into producing entertainment content based on these franchises, the company also appears to have seen off a challenge from key rivals Hasbro to its long-term position as a major player in the Dolls category.
Moreover, there can be no crossover or mistaking Trolls for Barbie or a Disney Princess. Mattel now has a good few years ahead of strong momentum in their Dolls business, as long as they maintain focus and momentum on their flagship Barbie brand.
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