With a new home video release and the latest Hatching Toothless Interactive Baby Dragon from Spin Master launched to UK retail, DreamWorks Animation is currently watching the How to Train Your Dragon franchise soar.
Coupled with a raft of several high-profile content and product extensions ahead of Christmas, the How to Train Your Dragon film trilogy has not only managed to ignite the imaginations of children and families across the globe, but has set the box office alight, accruing more than $1.6 billion worldwide since the first film’s release in 2010.
This year saw the latest instalment, How to Train Your Dragon: The Hidden World earn $520 million globally, while the franchise has also generated successful episodic content alongside a popular licensing programme.
This season, DreamWorks Animation has released the new How to Train Your Dragon Homecoming on DVD. The home entertainment release of the special follows its debut on Sky Cinema and Sky Kids.
How to Train Your Dragon Homecoming was marked by a Family VIP Screening Experience at the British Film Institute, London on Sunday. The exclusive event was attended by select social media influencers and retail competition winners and included Fun in the Foyer franchise activities, meet-and-greets with Viking actors and official consumer-product goodie bags for all attendees, just in time for the Christmas holidays.
In products, the release of the new Hatching Toothless Interactive Baby Dragon with Sounds is – according to the firm – already creating a huge retail footprint. Master toy partner Spin Master is applying the same technology it employed on its successful Hatchimals brand to bring Toothless to life.
Universal has underscored the importance of expanding the DreamWorks Dragons brand into the second decade of the IP’s life. Currently, the pre-school-targeted first series of Dragons: Rescue Riders is capturing younger audiences across the globe on Netflix.
The second series is expected to bow early next year, as Universal continues to create new content that bridges the space between tentpole movies.
With new content releases and an ever-blossoming CP program, Universal Brand Development is continuing globe-spanning momentum that, in only a decade, has made DreamWorks Dragons an iconic franchise.