Global CP campaign kicks off ahead of release of The Hidden World in 2019.
Universal Brand Development has revealed its consumer products plans ahead of the arrival of How to Train Your Dragon: The Hidden World.
The movie – the third in the successful franchise – is due to launch across the globe in Q1 2019.
The cornerstone of the licensing programme includes global master toy licensee Spin Master, with a new collection inspired by the film, including toys which feature glow-in-the-dark, dragon glow effects and colour changing technology.
In addition, Playmobil will have a strong line to support key story arcs from the DreamWorks Dragons franchise and film. Ravensburger will also launch a collection of games and puzzles, while Funko will debut a line featuring Toothless and Light Fury among others.
Returning publishing partners include Simon & Schuster, Readerlink and Bendon in North America; Hachette in the UK and France; Editorial Planeta in Spain; Fabbri Editori in Italy; Panini Verlags and Blue Ocean in Germany; Scholastic in Australia; and AST License in Russia.
Worldwide video games publisher Outright Games is launching a new console game – DreamWorks Dragons Dawn of New Riders – which introduces new characters into and storyline within the DreamWorks Dragons universe. Meanwhile, a new mobile game from Ludia – DreamWorks Dragons: Titan Uprising – is due early in 2019.
Fashion apparel for boys, girls and toddlers feature collaborations with international licensees Aykroyd & Sons and H&M, as well as Hybrid, Bentex and SG Footwear in North America and DesignWorks in Australia.
Additionally, at a key partner meeting in Moscow, Russian design label Sasha Kim for New Fashion LLC debuted a first look at its 42-piece-film-inspired collection, Glow Like a Dragon, featuring crystals, elaborate silhouettes and glowing details. The collection launches at high-end retailers on January 21, 2019, with a mass-market collection to follow.
“As we head into the theatrical release of How to Train Your Dragon: The Hidden World, we’re thrilled to expand the DreamWorks Dragons franchise by engaging audiences of all ages with high-quality consumer products, innovative retail partnerships and compelling fan experiences,” said Vince Klaseus, president of Universal Brand Development.
“This curated global consumer-products programme highlights hero Dragons and extends the storytelling, delivering a full-range of products for boys, girls and adults.”
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