Collecting toys is not exactly anything new. Kids love toys, and they generally have a shelf life of a few months before new replacement toys become the flavor of the month. And of course, you know kids also specialize in breaking or damaging their toys. This all adds up to aging toys becoming collectibles. We know that movies can drive up the interest in comic books — but the same is true for toys. In fact, it’s even be magnified when it comes to upcoming movies and toys!

Collectors Dashboard often does not delve into the toy market, but sometimes the news is important. This is a story of Habro Inc. (NASDAQ: HAS) and Mattel Inc. (NASDAQ: MAT) with their toy dominance, but it is also includes the other monster Walt Disney Inc. (NYSE: DIS).

Mattel has won a license to make toys based on Walt Disney’s princess lineup, which includes the popular “Frozen” franchise. Mattel had previously lost that license to rival Hasbro back in 2016.

It may not be all that bad for rival Hasbro though. Hasbro announced that it has extended its deal with Lucasfilm for Star Wars products and announced a new agreement to develop products based on the Indiana Jones. Hasbro hasn’t made Indiana Jones products for more than a decade. According to Hasbro:

As a master toy licensee for both franchises, Hasbro will continue to create toys and games designed to appeal to fans of all ages for the Star Wars franchise and is excited to start on designs for the Indiana Jones franchise. The Indiana Jones line by Hasbro will be available in the U.S. in 2023, aligning with the release of the highly anticipated new Indiana Jones feature film.

But wait, there is more… Hasbro’s multi-year extension for the Marvel business (struck in 2020) continues. Marvel is a huge franchise within Disney’s arsenal of hit franchises.

Everyone who collects Star Wars and who used to collect Indiana Jones toys and figures knows Kenner. That has been part of Hasbro and it will keep some continuity going. Now we just have to wait and see what all this new content and toys.

Hasbro did also address “collectibles” in this announcement. Eric Nyman, Hasbro’s Chief Consumer Officer, said:

We’re proud to deepen our close working relationship and collaborate with the Disney team to bring innovative and engaging play experiences to kids, fans, and families inspired by some of the world’s most iconic entertainment brands. In addition to a slate of new collectibles, figures, role play gear, and games for Star Wars and Marvel, it’s an honor to bring Indiana Jones back to Hasbro and help introduce the beloved franchise to a new generation of fans.

If you ever need to know if Star Wars remains popular even after 40 years, just go through eBay’s list of “sold” items. Many of the items are “Buy It Now” so it is hard to tell a full price on some, but even the items that have sold in auction format still command thousands of dollars.

As for Mattel, its new multi-year global licensing agreement for the Disney Princess and Frozen franchiseswill bring lines of toys, fashion dolls, small dolls, and figures. That collection is expected to launch at retailers around the globe at the beginning of 2023. Mattel also noted that the new licensing arrangement builds on top of its existing licensing relationship for Pixar Animation Studio’s Toy Story and Cars franchises, as well as its recently announced global licensing agreement for Lightyear. Mattel’s release said:

Through the agreement, Mattel will develop dolls based on Disney Princess including Aladdin, Beauty and the Beast, Brave, Cinderella, The Little Mermaid, Mulan, Pocahontas, The Princess and the Frog, Sleeping Beauty, Snow White and the Seven Dwarfs, Tangled, Disney Frozen, The Little Mermaid Live Action, Moana D+ Series, Tiana D+ Series, Aladdin Live Action, Beauty & the Beast Live Action, Cinderella Live Action, and Mulan Live Action.