Mattel and Disney Renew Multi-Year Global Licensing Agreement for Toy Story Franchise
Mattel (NASDAQ: MAT) has renewed its multi-year global licensing agreement with Disney for the Toy Story franchise. The deal encompasses product development rights for Action Figures, Vehicles, Radio Control, Games, and Plush toys, coinciding with Toy Story's 30th anniversary and the upcoming Toy Story 5 release on June 19, 2026.
The company is launching several new products featuring beloved characters, including a Toy Story 5-themed UNO edition, new Plush range, and Radio Control products. The expansion includes additions to Little People line and a new Imaginext lineup. The partnership between Mattel and Disney for Toy Story dates back to the 1990s, with Mattel celebrating its own 80th anniversary in 2025.
Mattel (NASDAQ: MAT) ha rinnovato il suo accordo di licenza globale pluriennale con Disney per il franchising di Toy Story. L'accordo comprende i diritti di sviluppo prodotto per Action Figures, Veicoli, Radio Controllo, Giochi e peluche, in coincidenza con il 30° anniversario di Toy Story e l'imminente uscita di Toy Story 5 il 19 giugno 2026.
L'azienda sta lanciando diversi nuovi prodotti con i personaggi amati, tra cui un'edizione di UNO a tema Toy Story 5, una nuova gamma di peluche e prodotti Radio Controllo. L'espansione include aggiunte alla linea Little People e una nuova serie Imaginext. La partnership tra Mattel e Disney per Toy Story risale agli anni '90, con Mattel che celebra il proprio 80° anniversario nel 2025.
Mattel (NASDAQ: MAT) ha renovado su acuerdo de licencia global por varios años con Disney para la . El acuerdo abarca los derechos de desarrollo de productos para Figuras de Acción, Vehículos, Control Remoto, Juegos y juguetes de peluche, coincidiendo con el 30° aniversario de Toy Story y el próximo lanzamiento de Toy Story 5 el 19 de junio de 2026.
La compañía está lanzando varios nuevos productos con personajes queridos, incluyendo una edición de UNO temática de Toy Story 5, una nueva gama de peluches y productos de Control Remoto. La expansión incluye adiciones a la línea Little People y una nueva línea de Imaginext. La asociación entre Mattel y Disney para Toy Story se remonta a los años 90, con Mattel celebrando su propio 80° aniversario en 2025.
Mattel (NASDAQ: MAT)은 토이 스토리 프랜차이즈를 위해 Disney와의 다년간 글로벌 라이센스 계약을 갱신했습니다. 이 계약은 토이 스토리의 30주년과 2026년 6월 19일에 출시될 토이 스토리 5와 맞물려 액션 피규어, 차량, 라디오 조정, 게임 및 봉제 인형에 대한 제품 개발 권리를 포함합니다.
회사는 사랑받는 캐릭터를 특징으로 하는 여러 새로운 제품을 출시하고 있으며, 여기에는 토이 스토리 5 테마의 UNO 에디션, 새로운 봉제 인형 라인 및 라디오 조정 제품이 포함됩니다. 확장은 Little People 라인의 추가 및 새로운 Imaginext 라인을 포함합니다. Mattel과 Disney의 토이 스토리 파트너십은 1990년대까지 거슬러 올라가며, Mattel은 2025년에 자신의 80주년을 기념합니다.
Mattel (NASDAQ: MAT) a renouvelé son accord de licence mondial pluriannuel avec Disney pour la franchise Toy Story. L'accord comprend les droits de développement de produits pour les figurines d'action, les véhicules, le contrôle radio, les jeux et les peluches, coïncidant avec le 30e anniversaire de Toy Story et la prochaine sortie de Toy Story 5 le 19 juin 2026.
L'entreprise lance plusieurs nouveaux produits mettant en vedette des personnages adorés, y compris une édition UNO sur le thème de Toy Story 5, une nouvelle gamme de peluches et des produits de contrôle radio. L'expansion comprend des ajouts à la ligne Little People et une nouvelle gamme Imaginext. Le partenariat entre Mattel et Disney pour Toy Story remonte aux années 1990, Mattel célébrant son propre 80e anniversaire en 2025.
Mattel (NASDAQ: MAT) hat seine mehrjährige globale Lizenzvereinbarung mit Disney für die Toy Story-Franchise erneuert. Der Vertrag umfasst die Produktentwicklungsrechte für Actionfiguren, Fahrzeuge, Funksteuerung, Spiele und Plüschspielzeuge, zeitgleich mit dem 30. Jubiläum von Toy Story und der bevorstehenden Veröffentlichung von Toy Story 5 am 19. Juni 2026.
Das Unternehmen bringt mehrere neue Produkte mit beliebten Charakteren auf den Markt, darunter eine UNO-Edition im Toy Story 5-Design, eine neue Plüschreihe und Funksteuerungsprodukte. Die Erweiterung umfasst Ergänzungen zur Little People-Linie und eine neue Imaginext-Serie. Die Partnerschaft zwischen Mattel und Disney für Toy Story reicht bis in die 1990er Jahre zurück, wobei Mattel 2025 sein eigenes 80. Jubiläum feiert.
- Secured multi-year global licensing agreement with Disney for Toy Story franchise
- Expanding product portfolio with new Toy Story merchandise ahead of movie release
- Strategic timing with both Toy Story's 30th anniversary and Toy Story 5 release
- Maintains long-term partnership with Disney dating back to 1990s
- None.
Insights
The renewal of Mattel's global licensing agreement with Disney for the Toy Story franchise represents a strategic continuity in one of the toy industry's most valuable entertainment partnerships. Securing multi-year rights across five product categories (Action Figures, Vehicles, Radio Control, Games, and Plush) gives Mattel significant merchandising runway for both the 30th anniversary celebration and the theatrical release of Toy Story 5 in June 2026.
This deal's timing is particularly advantageous as it creates a dual merchandising window - allowing Mattel to capitalize on nostalgia-driven purchases for the anniversary while building momentum toward the new film release. The product roadmap outlined in the announcement demonstrates a comprehensive strategy spanning multiple toy segments, from collector-focused action figures to family-oriented games like UNO and Kerplunk!
The franchise's multigenerational appeal cannot be overstated - with parents who experienced the original film now sharing new Toy Story products with their children. This creates a uniquely valuable consumer demographic spanning multiple age groups. For Mattel, maintaining this relationship means continued access to characters that have proven merchandising strength across three decades, while avoiding the significant disruption that would occur if this license changed hands to a competitor.
While specific financial terms remain undisclosed, the renewal of this Disney partnership represents meaningful revenue protection for Mattel. Toy Story merchandise typically experiences significant sales acceleration during theatrical release windows, with sustained baseline performance between films. The announcement of license retention ahead of the 2026 film release provides essential pipeline visibility for investors.
The comprehensive nature of this agreement - spanning five product categories - indicates Mattel has secured broad merchandising rights rather than fragmented licensing across multiple toy manufacturers. This likely commanded premium licensing fees but ensures Mattel can develop integrated product strategies and cross-category marketing.
From a competitive positioning standpoint, maintaining Disney relationship continuity during Mattel's 80th anniversary year demonstrates the company's ability to retain key partnerships despite industry competition. The Toy Story license represents a particularly valuable entertainment property due to its proven performance across multiple films and its appeal across demographics.
For context, licensed products generally command higher margins than non-licensed toys, and entertainment-tied merchandise benefits from Disney's substantial marketing investments around theatrical releases. This agreement allows Mattel to leverage Disney's marketing spend while focusing its own resources on product development and distribution, creating operational efficiencies.
Disney and Pixar collaborated with Mattel on launching several new Toy Story products earlier this year. The products feature beloved characters from the fan-favorite movie and new packaging inspired by 30 years of Toy Story. The products are available now with more launching later this year.
Some of Mattel’s products honoring Toy Story’s 30th Anniversary are now available, with exciting Toy Story 5 releases planned for next year. In 2026, Mattel’s Action Figures offering will expand and highlight key movie moments and characters, and UNO will introduce a Toy Story 5-themed edition featuring a custom rule inspired by the movie. Mattel will also launch a new Toy Story Plush range and Radio Control products that bring unforgettable movie moments home, while classics like Kerplunk! and Tumblin’ Monkeys continue collaborations for the franchise’s latest theatrical chapter. Additionally, Mattel’s Little People line will integrate iconic Toy Story characters and scenes, and a new Imaginext lineup will debut.
Nick Karamanos, Senior Vice President of Entertainment Partnerships at Mattel, said: “Toy Story has been a beloved cornerstone of storytelling and imagination for generations, and Mattel is honored to have been part of the journey with Disney over the past 30 years. As we look ahead to the excitement of the fifth film, we will continue to create toys and products that showcase the joy, surprise, and fun that has made Toy Story an incredible property for families and fans of all ages.”
Paul Southern, Senior Vice President of Global Brand Commercialization at Disney Consumer Products, said: “Throughout the many years of Disney’s collaboration with Mattel, fans have taken their imagination and love for Toy Story characters to infinity and beyond through the magic of play. By celebrating the 30th anniversary of Toy Story and the anticipation of Toy Story 5 through new products, we will pay tribute to the legacy of this beloved brand and its influence on culture, while engaging with new and existing fans.”
Mattel and Disney’s long-standing Toy Story relationship has roots dating back to the 1990s. In addition to 30 years of Toy Story adventures, Mattel is celebrating its own 80th anniversary in 2025, a milestone that reflects eight decades of innovation, creativity and the transformative power of play.
About Mattel
Mattel is a leading global toy company and owner of one of the strongest portfolios of children’s and family entertainment franchises in the world. We create innovative products and experiences that inspire, entertain, and develop children through play. We engage consumers through our portfolio of iconic brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends®, UNO®, Masters of the Universe®, Monster High® and MEGA®, as well as other popular intellectual properties that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming and digital experiences, music, and live events. We operate in 35 locations and our products are available in more than 150 countries in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering children to explore the wonder of childhood and reach their full potential. Visit us online at mattel.com.
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Press Contact:
Niki Kazakos
Niki.Kazakos@Mattel.com
Casey McDonald
Casey.McDonald@Mattel.com
Source: Mattel, Inc.
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