New Holiday special plus new hero product from Spin Master revealed for franchise.
DreamWorks Animation’s How to Train Your Dragon film trilogy continues to soar, with several high profile content and product extensions ahead of Christmas.
Since the launch of the first film in 2010, the trio of movies have brought in more than $1.6 billion worldwide, with this year’s How to Train Your Dragon: The Hidden World earning $520 million globally.
A new holiday special – How to Train Your Dragon Homecoming – has been launched on DVD, following its debut on Sky Cinema and Sky Kids. The launch was marked with a Family VIP Screening Experience at the British Film Institute, London at the weekend.
The exclusive event was attended by select social media influencers and retail competition winners and included Fun in the Foyer franchise activities, meet-and-greets with Viking actors and official consumer-product goodie bags for all attendees.
In products, the much-awaited release of the brand-new Hatching Toothless Interactive Baby Dragon with Sounds is creating a huge retail footprint. Master toy partner Spin Master is applying the same technology it employed on its successful Hatchimals brand to bring Toothless to life for the first time ever.
Expanding the DreamWorks Dragons brand is a top priority for Universal heading into the second decade of the IP’s life. Currently, the preschool-targeted first series of Dragons: Rescue Riders is capturing younger audiences across the globe on Netflix. The second series is expected to bow early next year, as Universal continues to create new content that bridges the space between tentpole movies.
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