Disney Consumer Products partnered with Moose Toys for a line of DOORABLES collectibles. The toy line included playsets and one-inch figures that featured 12 different Disney properties, including FROZEN, ZOOTOPIA and TANGLED. The focus of Disney DOORABLES was on discovery, with both the playsets and packaging featuring doors that open to reveal a surprise. A number of the playsets were organized according to franchise, with an exclusive, matching character included in each set.

Within the unboxing process, a secondary surprise character (not necessarily franchise-matching) was also revealed, and the collectible figures worked within all of the playsets. The playsets—which ranged in price from US$8 to US$30—all functioned together to create a larger structure, stacking both vertically and horizontally. Disney DOORABLES launched globally in August 2018 at key retail partners Amazon, Target, Walmart, Five Below and Meijer, becoming available through all major retailers worldwide October 2018. Disney DOORABLES primarily targeted girls ages six to eight, but boys, gift-givers and collectors were key demographics, as well.

Also debuting in August was new content from Disney, inspired by the collectibles range. The animated webisodes featured the stylized look of the DOORABLES figures that expanded on the characters’ personalities and stories.

Attendees of VidCon who visited the DOORABLES booth got a preview back in June and got to take home a sweet surprise, as announced on Facebook with the #DisneyDoorables #WhatsBehindTheDoor hashtags.