How to Train Your Dragon: The Hidden World licensing takes flight

Universal Brand Development has detailed the multi-category licensing and merchandising programme around the upcoming launch of How to Train Your Dragon: The Hidden World.

The latest instalment of the DreamWorks Animation animated adventure franchise is set for global release in 2019.

Master toy licensee Spin Master and its collection inspired by the new film has been highlighted as a cornerstone of the licensing programme as the toymaker and the studio both gear up for 2019.

The toy range will feature glow in the dark dragon glow effects toys with colour-changing technology. The toy collections range from action figures and dragons to specialty plush and costumes, as well as drones, electronics, activities, playsets, games & puzzles and more.

Meanwhile, Playmobil, who has been a partner since 2017, will have a strong line to support key-story arcs from the franchise and film. Ravensburger will launch a collection of games & puzzles. Additionally, in the collectables category, global licensee, Funko, will debut a line featuring Toothless and Light Fury, among others.

“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, Universal Brand Development.

“This curated global consumer-products program highlights hero Dragons and extends the storytelling, delivering a full-range of products for boys, girls and adults.”

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.

The publishing program features storybooks, activity books and early readers, as well as a hard cover art book from Dark Horse, The Art of How to Train Your Dragon: The Hidden World, and a beautifully styled How to Train Your Dragon Popup book from Insight Editions.

Worldwide video game publisher Outright Games is launching a new console game, DreamWorks Dragons Dawn of New Riders, which introduces new characters into and a new storyline within the popular DreamWorks Dragons universe.

Developed by Climax Studios, DreamWorks Dragons Dawn of New Riders will be coming to PlayStation 4, Xbox One, Nintendo Switch™ and PC, and will launch early 2019 in Europe and North America.

A new mobile game, DreamWorks Dragons: Titan Uprising, is slated to launch globally on the App Store and Google Play early next year.

Further toy partners supporting the new film, include the likes of Basic Fun, Bay Tek Games, Bell Sports, cardinal, Disguise and Dynacraft all in the US.

KIDdesigns, Funko, Loot Crate, Playmobil, Posh Paws, Ravensburger, Rubies, Sambro, Snap Creative and Winning Moves all have international lines.

About Robert Hutchins

Robert Hutchins is the editor of 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, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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