Mattel Reveals All-New Princess Line-up

Mattel, Inc. reveals the all-new line up for Disney Princess and Disney Frozen to consumers. 

The all-new line from Mattel celebrates the magical adventures of Disney Princess and Disney Frozen with unrelenting attention to detail, incredible execution and fresh thinking, bringing iconic characters and stories to life through rich systems of play that spark imagination.  

The line delivers on consumer kids insights on what they want, including more animal friends and sidekicks, reveal innovation, castles, houses and vehicles, hair play and colour change, and expanded storytelling opportunities. Offerings include beloved Disney Princess and Disney Frozen characters accompanied by accessories heart, such as Queen Elsa and the Water Nokk ready to adventure beyond Arendelle.

Toys on-shelves now, globally, include bright colours, true-to-character facial features, hair fibre tailored to the characters, and premium fabrics.

The Disney dolls line from Mattel will also include unique collector offerings for adult fans that will celebrate the Disney Princess and Disney Frozen characters in a brand-new way with premium offerings to expand every fan’s collection. Together, Mattel and Disney will also bring the Disney Villains out of the shadows with a curated collection of premium dolls, capturing these mischievous characters in a new light.

The new line up, follows last year when Mattel announced it would have the global licensing rights to develop lines of toys for Disney Consumer Products, Games and Publishing, including fashion dolls, small dolls, and figures. 

Through the agreement, Mattel will develop dolls based on Disney Princess including Aladdin, Beauty and the Beast, Brave, Cinderella, The Little Mermaid, Mulan, Pocahontas, The Princess and the Frog, Sleeping Beauty, Snow White and the Seven Dwarfs, Tangled and Disney Frozen.