Hasbro lost Disney Princess...

[DreamvalleyMLP]

I got into stock trading this month, and wednesday saw a big surge in Mattel stock. I wondered why, and went snooping for the scoop. Apparently, Disney Princess and Frozen will return to Mattel.

Very curious to see what new things Hasbro will focus on to fill the hole that will be left. Maybe more creativity into MLP?

What do you think about the news? I was a little stunned; nothing indicated that Hasbro was going to lose the license.

For those interested, here's the NY Post article: https://nypost.com/2022/01/26/mattel-grabs-rights-to-disney-princess-frozen-from-hasbro/

[tailrustedtealeaf]

From what I've seen, it sounds like Hasbro got the license at a bad time. This news article says that the brand likely didn't perform to expectations under Hasbro, and while Hasbro isn't the greatest with girls brands right now, I think they had it at a bad time. There weren't really many new princess movies coming out compared to the early 2010's. We had Moana, sure, and Frozen, but they didn't have Frozen when it first came out, or Tangled.

[DreamvalleyMLP]

Still, they had it for 7 years; that's an entire generation. And the Disney Princess line is evergreen, like your article states.

I was surprised to see the inferior quality and uncanny facial design being mentioned. I've felt that way from the very first dolls Hasbro introduced, and it never really turned around. They geared the brand towards younger kids, turning off the more adult collectors I guess.

Star Wars and Indiana Jones (really...?) don't quite seem the kind of brands that can generate the same level of sales IMO. Didn't Star Wars toy sales tank massively since the saga's continuation under Disney? Apart from the collector toys of course.

Good times ahead for Mattel! Monster High coming back, then disney princess in 2023.

[Ponyfan]

I heard about this from a friend.  Something has always seemed a little off to me about the Hasbro Disney dolls.  I'm pretty sure I don't own a Disney doll made by Hasbro but I have many Mattel made ones. 



Ponyfan

[Taffeta]

TBH, I think Mattel generally do better with dolls. Jem aside. And since Hasbro used the disney face concept a bit on MLP...I wonder how that will go.

[Toilandtrouble123]

Wouldn't it be wonderful if Hasbro released every g1 set as part of the anniversary releases! Imagine being able to get hold of rapunzel once again!

[Wardah]

I was surprised to see the inferior quality and uncanny facial design being mentioned. I've felt that way from the very first dolls Hasbro introduced, and it never really turned around. They geared the brand towards younger kids, turning off the more adult collectors I guess.

I find it funny that they said that because there were lots of complaints about Mattel's quality before they lost the license. Hopefully they learned but I do kinda suspect Disney doesn't want the regular retail dolls to do too good because that would hurt the sales of their own Shop Disney dolls.

I heard about this from a friend.  Something has always seemed a little off to me about the Hasbro Disney dolls.  I'm pretty sure I don't own a Disney doll made by Hasbro but I have many Mattel made ones. 

Honestly I don't think I have any Hasbro DP fashion dolls either. Hasbro's strongest point is figures (even with Equestria Girls the Minis were a lot better than the actual dolls) and I did like and have some of the different DP mini figures they made. I actually liked them better than Mattel's which were basically just Fashion Polly but with Princesses.

[brightberry]

I don't own a lot of princess dolls but the two I have are Disney brand. I actually don't understand why Disney wants another company to make their dolls unless it's about Mattel's and Hasbro's deals with retailers?

[DreamvalleyMLP]

I actually don't understand why Disney wants another company to make their dolls unless it's about Mattel's and Hasbro's deals with retailers?

I always got the sense that Disney shifted from Mattel to Hasbro not so much because of what Hasbro could do with the IP but rather to teach Mattel "a lesson". There was the whole Ever After High rumour after all. A power play, if you will. Maybe Mattel has now turned around and Disney feels confident to return the IP to Mattel.

[Wardah]

Meanwhile I'm wondering what Hasbro is going to do to fill the space vacated by Disney Princess. They have no other current fashion doll line, just baby dolls.