Disney Downtown Getting 16,000-SF Hasbro Toy Store

ORLANDO-Mickey and Minnie Mouse are getting neighbors. Walt Disney World and Hasbro Inc. are jointly planning to break ground next year on an estimated $3 million toy store in the Downtown Disney Marketplace at Lake Buena Vista, FL.

In the first alliance of its kind, the Pawtucket, RI-based manufacturer becomes the official toy and game company for Florida’s Walt Disney World, Disneyland in Anaheim, CA and Disneyland Paris. The five-year agreement also gives Hasbro licensing rights for Disney films and TV shows. Terms of the deal were not disclosed.

Disney’s Pop Century resort, scheduled to open in 2001 near Disney-MGM Studios, will display life-sized Mr. and Mrs. Potato Heads, a Monopoly courtyard and other well-known Hasbro-brand products.

While the Hasbro deal takes top billing, the theme park company hasn’t forsaken Hasbro’s rival and Disney’s, its longtime toy-making partner, Mattel Inc. of El Segundo, CA. Disney and Mattel have a new multi-year contract. Mattel will produce preschool and plush toys, dolls, games and puzzles based on classic Disney characters.

Disney and Mattel’s relationship dates from the 1950s with the Mickey Mouse Club.