Universal Partnerships & Licensing has kickstarted the programme for The Secret Life of Pets, appointing Spin Master as the master toy partner.
The 3D comedy adventure is the next movie from Illumination Entertainment – the studio behind the Despicable Me franchise – and is due for release in July 2016. It focuses on the lives our pets lead after we leave for work or school each day.
In addition to traditional plush and figurines, Spin Master has developed interactive and motorised toys that bring the pets to life in unexpected ways.
Products will be available from May 2016.
"Chris Meledandri and his team at Illumination have consistently proven their ability to create characters that permeate pop culture," said Vince Klaseus, president of NBCUniversal brand development. "The unique characters in The Secret Life of Pets provide the opportunity for Spin Master to create a multifaceted line of toys that transcend age barriers and appeal to a global audience."
Craig Sims, VP of licensing at Spin Master, added: "Spin Master is excited to work with Illumination and Universal to develop an incredible toy line for The Secret Life of Pets. The story is so rich and the charaters are immensely entertaining. We can’t wait to bring them to life."