Mattel Teams With Universal on Global Licensing Deal for DreamWorks’ Trolls

Mattel, Inc. on signed a multiyear global licensing deal with Universal Brand Development for DreamWorks Animation’s “Trolls” franchise, according to a Monday (March 29) press release.

As part of the agreement, Mattel has the licensing rights to develop a full line of Trolls toys, including dolls, vehicles, plush, games and more. The new collection is expected to be released around the world in fall 2023, ahead of the release of a new Trolls movie in theaters in November 2023.

“DreamWorks Animation’s Trolls has captivated the hearts of families all over the world with its colorful characters and optimistic message,” Mattel Senior Vice President, Entertainment Partnerships Nick Karamanos said in the press release.

“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,” he said.

Mattel and Universal previously had licensing partnerships for DreamWorks’ “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,” Universal Brand Development Senior Vice President and General Manager, Global Toys and Hardlines Joe Lawandus said in the release.

“Our collaboration with Mattel will deliver an all-new innovative toy line that will bring the vibrant, musical world of the Trolls to life,” he said.

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In February, Mattel Chairman and CEO Ynon Kreiz said the company’s “formidable lineup of evergreen properties” that complement its own Barbie, Hot Wheels and American Girl brands include partnerships with Microsoft, Nickelodeon, Nintendo, Universal, Warner Brothers, WWE and Disney.

The company’s multi-year global licensing agreement for the Disney Princess and Frozen franchises will go into production at the beginning of 2023, he said, while two other major media moves are set to get underway later this year.