Hasbro became the master toy licensee for Disney Princess and Frozen products in 2016.
The agreement gave Hasbro responsibility for developing and marketing toys based on Disney’s princess characters and the Frozen franchise. It followed Disney’s decision to move the major toy license from Mattel, creating one of the most significant changes in modern Disney merchandise.
The portfolio included dolls, role-play products, games, and other toys connected with characters such as Cinderella, Ariel, Belle, Elsa, and Anna. Frozen was especially important because its characters had become among the strongest sellers in children’s entertainment merchandise.
Mattel is the most common alternative answer because it had previously held the Disney Princess and Disney Fairies toy license. Spin Master is another plausible confusion because it holds many major entertainment licenses. The 2016 change concerned the master toy relationship, not every Disney product category or every merchandise partner.