Consumer Products

Mattel gallops into Spirit Riding Free licensing

The toyco and Universal Brand Development have signed a multi-year deal for DreamWorks' franchise ahead of the upcoming film's 2021 theatrical debut.
February 20, 2020

Mattel has entered into a multi-year global licensing agreement with Universal Brand Development for DreamWorks Animation’s Spirit Riding Free. The new deal encompasses licensing for both the Netflix TV series and the upcoming feature film, set to hit theaters in May 2021.

Its rights include dolls, roleplay, games, and arts and crafts, with products set to debut at retailers worldwide ahead of the global theatrical release.

Previously, the series spawned partnerships with Just Play for dolls, playsets and plush, as well as toy horsemaker Breyer for models of the horses from the show. In the UK, Playmobil has also been a partner for horse stall sets with the main characters from the show alongside their horses.

Spirit Riding Free is inspired by the Oscar-nominated film Spirit: Stallion of Cimarron and follows three friends and their horses as they go on adventures. It launched in 2017 and has a total of 52 episodes on Netflix with more content scheduled to launch this year.

This isn’t the first time Mattel and Universal Brand Development have worked together—the two companies have several existing multi-year licensing partnerships for Illumination’s Minions, Universal Pictures’ Jurassic World and Fast & Furious.

About The Author
Alexandra Whyte is Kidscreen's News & Social Media Editor. Contact her at awhyte@brunico.com


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