The race is on to be this holiday’s hottest doll–and billions are at stake

Joe Deaux

09/30/2019

HASBRO'S Frozen dolls are expected to have a large market share in the fourth quarter, coinciding with a release of Disney's Frozen 2. / BLOOMBERG NEWS PHOTO ILLUSTRATION/MARISA GERTZ — HASBRO'S Frozen dolls are expected to have a large market share in the fourth quarter, coinciding with a release of Disney's Frozen 2 in November. The toys could impact sales of Mattel's Barbie franchise. / BLOOMBERG NEWS PHOTO ILLUSTRATION/MARISA GERTZ

NEW YORK – Holiday Barbie has some fierce competition this coming shopping season, and more than playtime is at stake. As the critical fourth quarter approaches, a toy war is brewing in the United States, with billions of dollars up for grabs between the country’s three biggest dollmakers: Mattel Inc., Hasbro Inc. and MGA Entertainment…

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