引言美国两大玩具巨头的IP授权之争又有新动作。据外媒报道，美泰从孩之宝手中，重夺包括"冰雪奇缘"在内的迪士尼公主授权。这是美泰自2014年痛失其授权8年后，重新获得授权。
当时，美泰的当家花旦"芭比娃娃"正陷入销售低谷，业界传言，美泰内部当时有意重点扶持自己培育的娃娃产品线精灵高中（Monster High）和 童话高中（Ever After High）。
反观孩之宝则正大力开拓女孩玩具系列，所以迪士尼在权衡之下，决定将"迪士尼公主"IP授权交给孩之宝，后者从 2016 年开始生产迪士尼公主和冰雪奇缘玩具，原本产品线偏向于男孩的孩之宝随即在女孩玩具领域有了巨大的提升。
▲孩之宝迪士尼公主系列据中外玩具网报道：2016年之前，美泰曾经凭借手握的"迪士尼公主"系列授权获利颇丰，仅在2015年（合同到期前的最后一年），迪士尼公主系列就为美泰带来了约5亿美元的销售额，占当年全年销售额的9%。
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