Just Play and Playmobil take the reins on UK toy line

The toycos are launching a range of playthings in the UK based on DreamWorks' Spirit Riding Free next month.
August 14, 2018

Florida-based toyco Just Play and Germany’s Playmobil are trotting out a new range of collectible toys in the UK based on DreamWorks Spirit Riding Free, after signing a licensing agreement with Universal Brand Development.  Both lines will be available at retailers across the UK starting on September 28.

The Just Play range, distributed by Flair in the UK, includes collectibles, dolls and horses, playsets and plush for US$13 and deluxe sets for US$82. The Playmobil line features horse stall sets with the main characters from the show alongside their horses ranging in price from US$5 to US$100.

There will be a full UK marketing campaign to support the two new toy lines, including engaging parent bloggers, unboxing videos, Facebook competitions, traditional advertising and a five-week TV advertising campaign beginning in Q4 2018.

Spirit Riding Free is inspired by the Oscar-nominated film Spirit: Stallion of Cimarron and follows three friends and their horses on adventures. The show is part of DreamWorks’ ongoing deal with Netflix, and a third season is debuting on the streamer at the end of 2017.

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