Why has Mattel become king of Disney and Marvel?

[DodgerGirl]

Ever since they began a longtime partnership with Disney to develop a successful tie-in on a toyline for infants and toddlers it seemed to me that Mattel would become the king of Disney toys and based on their huge toyline for infants I think Disney knew that Mattel would be a smart partner to make all the toys and dolls for every movie. And beginning with the debut of the Disney Classics doll series in 1991 Mattel knew that this partnership would last a long time. I think that when Mattel lost the rights to make the Disney movie toys and Disney decided to let Hasbro do the movie toys it really hurt Disney a lot because Mattel was Disney king in toys. But ever since they make Disney toys again it seems that Mattel has once again become Disney king. But one thing that I noticed is in Marvel Hasbro still makes Marvel action figures but Mattel makes Marvel plushies and I often wondered why Mattel doesn't have the chance to make Marvel action figures too? Because I think along with plushies Mattel should've also gotten the chance to make the Marvel action figures too rather than having Hasbro make them because Mattel was king of Marvel action figures back in the 80's. But lately it seems that the three things Mattel and Disney are focusing on are Disney Marvel plushies and Star Wars and I think this partnership with Mattel has really helped Disney market a lot of Disney and Marvel toys

 

[OKW Lover]

Not really sure of the point being made but I believe that Disney simply partners with the company that offers them the best licensing fees. I also don't think the average toy customer really pays attention to who the manufacturer is.

 

[DodgerGirl]

I think when it comes to Disney toys Mattel's Disney dolls were superb and I think the 90's Disney dolls by Mattel were the best made. And how they decided to make the High School Musical Dolls is genius. But I do feel that Mattel should've gotten the chance to make the Marvel Legends action figures instead of Hasbro because Mattel could focus more on other Marvel toys not just plushies. But the one doll line I was disappointed in was the Frozen dolls and when Mom and I saw them at Target when they debuted we were shocked that the dolls had painted on clothing and why they did this I'll never understand. I think that's when Mattel started going downhill with their Disney dolls. But Mattel should become the new maker of Marvel toys instead of Hasbro

 

[Moliphino]

Not really sure of the point being made but I believe that Disney simply partners with the company that offers them the best licensing fees. I also don't think the average toy customer really pays attention to who the manufacturer is.

My mom was super annoyed when Mattel was no longer making the princess dolls. She thought the quality got much worse. I doubt kids noticed, but people into doll collecting definitely did.

 

[Elijah Abrams]

Off-topic, but I hate what Mattel did to my childhood, Thomas the Tank Engine, with that 2D-animated All Engines Go spinoff. He is now unrecognizable.

 

[DodgerGirl]

I think beginning with Disney's partnership Mattel wanted to become movie king and started making toys and action figures for nearly every single movie made. But due to Disney's success with Mattel making Disney toys again I think Mattel has become movie and television toy king. Because in addition to Disney toys and Marvel plushies Mattel also makes WWE toys and Jurassic Park toys and Thomas The Tank Engine toys but out of those three lines other than Barbie and Hot Wheels Disney and Marvel are their two biggest selling toy lines. I remember when Mattel debuted the Disney Classics dolls and the first doll in that series was the Cinderella doll and she was wonderful and I liked how they added the signature "pixie dust" to be sure your doll was an authentic Disney Classics Mattel doll. But they should've made the Raya And The Last Dragon Dolls and Encanto dolls and Elena Of Avalor dolls instead of letting Hasbro and Jakks make them. But at Mattel scored a touchdown with the Onward Toy Story 4 and Soul toys but they should've gotten the rights to the Inside Out toys instead of Tomy