Disney princesses are helping Hasbro win an old fight
Hasbro beat Mattel in quarterly revenue for the first time since 2000, with $849.7 million in the first quarter.
Hasbro is doing better than Mattel thanks to Disney’s Elsa, Bella, and Elena.
In 2015, Mattel lost the contract that allowed it to sell dolls of Disney princesses. The contract went to Hasbro, which started selling them in 2016.
Meanwhile, Mattel presented worse-than-expected results for the first quarter, with a drop of 13% on sales of Barbies.
Besides competing with Hasbro’s Disney dolls, the maker of Barbie also has to win over more children who are more preoccupied with video games.
While Mattel used to sell Barbies to kids aged three to nine, now that window shrank to between three and six.