Hasbro, LEGO make noise with new Trolls toys

Licensing partners for the upcoming movie Trolls World Tour are rolling out dolls, plush and playsets inspired by the musical.
January 7, 2020

Licensing partners are getting into the groove for DreamWorks Animation’s Trolls World Tour, set to hit screens in April. Sequel to 2016′s Trolls, the film will feature new characters representing different genres of music, including rock, country, pop, techno and rap.

The first products from Hasbro, returning as global master toy partner, launch this month and include movie-accurate small dolls, fashion dolls and feature dolls. Additional items from the toymaker, including accessories and figure sets, will launch this spring.

The LEGO Group signed up as a first-time CP partner for the brand in September and is currently bowing construction sets inspired by the upcoming movie’s musical elements. Just Play, meanwhile, is rolling out plush (pictured) and roleplay items this month.

Additional toy partners include Build-A-Bear Workshop, KIDdesigns, Crayola and Disguise Costumes. Licensees like General Mills, The Kraft-Heinz Company, PEZ, Laffy Taffy, Bayer, Centric Beauty, Colgate-Palmolive, Conair Corporation and Johnson & Johnson will launch products in the food and beauty categories.

Publishing products will also be available through partners including Random House Children’s Books, Bendon, Phidal, Phoenix International Publications and Studio Fun International. Partners in the fashion and living categories, meanwhile, include ABG Accessories, Accessory Innovations, Baby Boom Consumer Products, Mad Engine, The Bentex Group, Centric Brands, Handcraft Manufacturing, C-Life, Delta and Accessory Innovations. Luggage from Accessory Innovations is set to hit shelves this spring.

According to Box Office Mojo, the first Trolls movie grossed US$346.8 million against a US$125-million budget. The Trolls brand contributed to Hasbro’s growth in fiscal 2016, with overall revenue growing 13% to US$5.02 billion. In fiscal 2018, however, declines for the brand contributed to a 22% decline in revenue for the toyco’s partner brands segment to US$987.3 million.

About The Author



Brand Menu