(Reuters] – Mattel Inc, Wednesday’s owner of toys based on Walt has reclaimed rights for production. Disney (NYSE:) Co.’s “Frozen”, franchise and Princess line, seven years after the company lost it to a competitor Hasbro Inc (NASDAQ:).

Mattel (NASDAQ 🙂 will be welcoming back Disney classics like Cinderella and Snow White. The company will also produce toys inspired by characters from new animations, such as Moana. These toys will start being sold in 2023.

U.S. toysmakers have had to sign new licensing deals as demand for action and doll-like figures has risen to unprecedented levels during the pandemic. This led to customers spending higher on toys for their children’s entertainment.

Mattel has not disclosed the terms of the financial agreement. It follows similar agreements with Disney Pixar Animation Studio’s franchises “Toy Story” (Cars) and “Lightyear” (Lightyear).

Mattel lost the Hasbro license in 2014. In 2014 Mattel refocused its efforts on restoring its Barbie brand. Mattel launched a line of dolls that were gender neutral and dolls with different skin colors.

Separately, Hasbro, which has been selling https://reut.rs/33NqEau Disney Princess and “Frozen” dolls since 2016, said it had renewed its licensing deal with Disney-owned Lucasfilm for “Star Wars” and would restart making products based on “Indiana Jones”.

Mattel stock shares increased 6.5% in premarket trades, and Hasbro fell around 2%.