Train Your Dragon
Consumer Products

Universal rolls out CP for How to Train Your Dragon

Partners like Spin Master and Playmobil will launch new consumer products in support of the upcoming feature film How to Train Your Dragon: The Hidden World.
December 13, 2018

Universal Brand Development’s licensing program for How to Train Your Dragon: The Hidden World is taking flight. At the heart of the program is a range from global master toy partner Spin Master that will feature toys with glow-in-the-dark effects and color-changing technology.

But action figures, specialty plush, costumes, drones, electronics, games & puzzles, activities and playsets will also be well represented in the program, with licensees including Basic Fun, Bay Tek Games, Bell Sports, Cardinal, Disguise, Dynacraft, Funko, Kangaroo, KIDdesigns, Loot Crate, Playmobil, Posh Paws, Ravensburger, Rubie’s, Sambro, Snap Creative, Spencer Gifts, Toy Factory, Winning Moves, X-Kites and Zinc on board.

Publishing partners Simon & Schuster (North America), Readerlink (North America), Bendon (North America), Hachette (UK, France), Editorial Planeta (Spain), Fabbri Editori (Italy), Panini Verlags (Germany), Blue Ocean (Germany), Scholastic (Australia) and AST License (Russia) will release storybooks, activity books and early readers in support of the upcoming film. Products will launch first in EMEA on January 15, before rolling out in North America on January 29.

Outright Games, meanwhile, is launching the DreamWorks Dragons Dawn of New Riders console game, which will be available for PlayStation 4, Xbox One, Nintendo Switch and PC in early 2019 across Europe and North America. And Ludia’s puzzle-focused role-playing mobile game DreamWorks Dragons: Titan Uprising is set to launch with the App Store and Google Play around the same time.

361°, Accessory Innovations, Accutime, Aykroyd & Sons, Bentex, FAB, DesignWorks, Freeze, GBG, H&M, H2W, Handcraft, Heys, High Point Design, Hybrid, Jellifish, Leomil, NTD, SG Footwear and Sasha Kim for New Fashion are working on apparel and accessories for boys, girls and toddlers, and some first products in these categories should start rolling out in January. Mulitple partners are secured to cover party & stationery, home and consumables.

How to Train Your Dragon: The Hidden World is set to land in North American theaters on February 22. It builds on the success of the first two movies, the first of which racked up just under US$500 million at worldwide box office in 2010, followed by US$620 million worldwide for How to Train Your Dragon 2, according to Box Office Mojo.

About The Author
Elizabeth Foster is Kidscreen's Copy Chief & Special Reports Editor. Contact Elizabeth at efoster@brunico.com

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