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Hasbro and LEGO lead toy programme for DreamWorks’ Trolls World Tour

Ahead of the hotly-anticipated theatrical launch of DreamWorks Animation’s follow-up Trolls movie, Universal Brand Development has lifted the lid on an expansive, global toy and lifestyle programme for Trolls World Tour.

Hasbro will be heading up the proceedings once again with its master toy line, as Universal promises to deliver ‘a vibrant wave of colour, music and glitter’ to retail with a licensing programming reaching all corners of the consumer product space.

Joining Hasbro in the toy space, and marking a first for the company, will be LEGO. Just Play, TOMY, Build-A-Bear Workshop and KIDdesigns are also on board as returning licensees, as well as Crayola and Disguise Costumes, among others. Each will be looking to highlight the franchise’s new characters and musically diverse worlds, with collections filled with hair-play and innovation.

Meanwhile, inspired by a vibe bursting with happiness, the Trolls lifestyle programme will include multi-category collections for both girls and boys. From apparel to footwear and accessories to luggage, bedding, furniture and more, partners include: ABG Accessories, Accessory Innovations, Baby Boom Consumer Products, BBC Footwear, The Bentex, Group, Centric Brands, Delta Children Products, Hybrid Apparel, Franco Manufacturing, Hallmark, Handcraft Manufacturing, Mad Engine and Zak Designs and more.

“With its irreverent humour and award-winning music, the feel-good versatility of the Trolls franchise has licensees and fans across the globe excited for more,” said Heather Oster, vice president franchise strategy, Universal Brand Development. “Looking ahead to Trolls World Tour, we’re teaming up with major brands and licensees to create dynamic collections that are bright and bold and that inspire fans to celebrate their own unique, individual style and share their happiness 365-days-a year.”

A robust publishing programme will offer storybooks, activity books and early readers as well as novelty formats such as sound books and Busy Books.

The DreamWorksTrolls franchise has grown to become one of the largest global entertainment brands with activations across TV, games, live entertainment and beyond.

DreamWorks Animation’s Trolls World Tour lands in theatres worldwide Spring 2020. Toys and lifestyle collections will begin setting at retail on January 1, 2020.

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