Mattel strikes multi-year global license deal for ‘Trolls’ franchise

Mattel, Inc. announced that it has entered into a multi-year global licensing agreement with Universal Brand Development for DreamWorks Animation’s Trolls

The vibrant and joyful animated franchise – teeming with big hearts, hair-raising comedic adventures and award-winning music – Trolls has become one of the most recognized family entertainment brands in the world. Through the agreement, Mattel 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. An all-new Trolls film hits theaters in November 2023.

This new licensing agreement builds on Mattel and Universal Brand Development’s existing licensing partnerships for DreamWorks Animation’s Spirit Riding Free, Illumination’s Minions, Universal Pictures and Amblin Entertainment’s Jurassic World and Universal’s Fast & Furious.

“DreamWorks Animation’s Trolls has captivated the hearts of families all over the world with its colorful characters and optimistic message,” said Mattel Entertainment Partnerships senior VP Nick Karamanos. “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.”

“We’re thrilled to expand our partnership with Mattel to include DreamWorks Animation’s beloved Trolls franchise,” said Universal Brand Development Global Toys and Hardlines senior VP and GM Joe Lawandus. “Our collaboration with Mattel will deliver an all-new innovative toy line that will bring the vibrant, musical world of the Trolls to life.”