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BLE 2019: Universal Brand Development unveils licensee line-up for Trolls World Tour

Universal Brand Development UK and Eire has unveiled the licensing line up for DreamWorks Animation’s Trolls World Tour.

The sequel to DreamWorks Animation’s 2016 musical blockbuster is set to arrive in U.K. theatres on 20 March 2020, ahead of the film’s US release on 17 April, boosted by a supporting cast of licensees.

Excitement is already building for the new film, which expands the Trolls universe into six new lands and Trolls tribes, each defined by its own genre of music. The movie stars Anna Kendrick and Justin Timberlake and features a cast of new characters voiced by musical talents Kelly Clarkson, Ozzy Osbourne and Mary J Blige.

“We are excited by the response for DreamWorks Animation’s Trolls World Tour,” said Hannah Mungo, country director UK and Ireland, Universal Brand Development.  “The feel-good versatility of the brand means that it appeals to a wide range of licensees.  We’re untapping potential in new categories and continue to build and refresh the categories that we successfully established for the first movie.

“There is already so much going on and so much more in the pipeline, it’s fair to say that the licensing programme is ready to rock.”

Hasbro will be returning as global master toy partner. Two years ago, Hasbro had great success with the DreamWorks Trolls brand, and NPD crowned it the number one toy property of 2017.

The toy category will expand further and offer unprecedented product diversity with the addition of the LEGO Group, Ravensburger, FUNKO and Wow! Stuff.

Posh Paws has taken the rights for official licensed plush and will work directly with UBD on the centralised development of product that focuses on quality, meticulous characterisation and outstanding storytelling.

Halo fashion partners Difuzed and AFB take to the stage for the first time and will explore the design credentials of the franchise by producing, respectively, high-end fashion accessories and stylish eyewear. Stalwarts of soft-lines licensing Aykroyds, TDP Textiles, Cooneen, Fashion UK and Misirli will have the high street and grocers covered.

Plum Products enters licensing for the first time joining MV Sports for outdoor, and consumables is another growth area: partners such asKelloggs, Kinnerton, Finsbury Foodsand Thomas Tucker sign up to explore the potential of this movie event to bring families and food together.

With new partners and categories being signed, and fresh new branding and creative to be unveiled to support the 2020 release, Universal is making the most of the DreamWorks Animation’s Trolls ability to create the feel-good factor among licensees, retailers and consumers alike, and tapping into the unlimited potential of this franchise and its colourful characters.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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