Spin Master believes it has hit upon 'its most innovative toy range yet,' with the launch of its new How To Train Your Dragon: The Hidden World collection this Toy Fair season.
The line was unveiled for the first time at London Toy Fair earlier this month, landing before the latest instalment in the film franchise hits screens this weekend.
Kid influencer and TV star Beau from Beau’s Toy Farm was on the Spin Master stand to launch the products to media in a Viking inspired photo call with smoke machine effects. A Giant Fire Breathing Toothless took flight during the event, showcasing its 22-inch wing span, blue light up eyes and real smoke puffs of dragon’s breath.
“This year is all about Dragons," said Beau. "The latest film is definitely the best yet and I love the new toys. You can really let your imagination go as you play and the fire breathing effect from Toothless is so cool”.
Also joining the line are the Deluxe Dragons with new battle features, the Dragon and Viking Sets including the fierce Deathgripper and Grimmel, Dragons collectibles and minis, as well as huggable Dragons plush.
Becca Hanlon, senior brand manager, Spin Master UK, said: “The response to the new toy line has been fantastic and we are looking forward to the release of the film into UK cinemas this weekend.
"We’ve developed our most innovative range yet with lots of special effects and cool battling features so fans can really bring the adventure and roaring dragon fun to life even after the film has finished."
The Dragons toy line will be supported by TV advertising across the brand featuring Dragon & Viking and the hero item Giant Fire Breathing Toothless, as well as an extensive digital campaign including influencer outreach, and an integrated PR programme to drive excitement and awareness at launch.