Universal Products & Experiences’ dragon hits stores this summer, transporting fans into a world where dragons and Vikings come to life through innovative collaborations, products and immersive environments inspired by Universal Pictures’ stunning live-action retelling of DreamWorks Animation’s How to Train Your Dragon, arriving in cinemas on 13 June.
Rafael Macias, global CPG commercial officer at UP&E, said: “As one of the most beloved franchises with cross generational appeal, the enduring legacy of How to Train Your Dragon has captivated fans across the globe. With Universal Pictures’ live-action retelling, we’re excited to grow the brand, delivering innovation that enables fans to fly and train dragons like never before and immersive retail experiences that tap into what fans love most about the franchise, the lore of Vikings and dragons.”
“As one of the most beloved franchises with cross generational appeal, the enduring legacy of How to Train Your Dragon has captivated fans across the globe”
With more than a decade of developing groundbreaking toys inspired by the franchise, toy partner Spin Master is debuting a toy range that transports fans into the breathtaking world of Toothless and Hiccup. Featuring elements of flight, interactivity and theatrical realism this is available now at retail worldwide.
Additionally, Funko will super serve fans with the launch of Pop! collectibles featuring Hiccup, Astrid and Toothless, while WOW! Stuff will debut a Toothless Puppetronic by RealFX, featuring over 50 authentic sounds and lifelike interactions, including Toothless’s signature Plasma Blast of blue “flame.” Electronic partners include KidDesigns with interactive tech toys, and more.
The hit mobile game Dragons: Rise of Berk has soared to the top of app store charts with over 80 million downloads in more than 85 countries. Players can rescue, hatch and train over 700 dragons, including Toothless and Stormfly, while joining Hiccup and the gang in a vast Viking world.
Inspired by Cressida Cowell’s bestselling book series, DreamWorks Animation’s How to Train Your Dragonfranchise has captivated global audiences, earning four Academy Award nominations and grossing more than £1.2 billion ($1.6 billion) at the global box-office.
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