Mattel announced it has won the toy rights to Dreamworks’ Trolls franchise, in the leadup to the 2023 sequel.
The US toy giant says it has signed a multi-year global licensing agreement with Universal Brand Development for DreamWorks Animation’s Trolls. Prior to this year the licensing agreement was held by Hasbro.
“DreamWorks Animation’s Trolls has captivated the hearts of families all over the world with its colorful characters and optimistic message,” said Nick Karamanos, Senior Vice President, Entertainment Partnerships, Mattel. “We look forward to building upon our strong relationship with Universal and DreamWorks and making great toys that will inspire children to find their happy place with a spectacular Trolls line.”
The vibrant animated franchise, known for its hair-raising comedic adventures and award-winning music, has become one of the most recognized family entertainment brands in the world with two recent successful box office hits. In addition to the feature films Trolls and 2020’s Trolls World Tour, the Trolls franchise includes two original TV series, digital content, video games, live-entertainment touring shows, and Universal Studios Parks’ attractions across the globe.
An all-new Trolls film hits theaters in November 2023.
Through the agreement, Mattel now has the licensing rights to develop a full line of toys for the franchise, including dolls, vehicles, plush, games and more. The collection is expected to launch at retailers around the world in fall 2023.
It’s believed the change in Master Toy partners is due to the existing licensing relationship between Mattel and Universal for other Dreamworks franchises. Mattel also holds licensing rights to DreamWorks Animation’s Spirit Riding Free, Illumination’s Minions, Universal Pictures and Amblin Entertainment’s Jurassic World, and Universal’s Fast & Furious.
“We’re thrilled to expand our partnership with Mattel to include DreamWorks Animation’s beloved Trolls franchise,” said Joe Lawandus, Senior Vice President and General Manager, Global Toys and Hardlines, Universal Brand Development. “Our collaboration with Mattel will deliver an all-new innovative toy line that will bring the vibrant, musical world of the Trolls to life.”