By Allison Watkinson
TLL Reporter
Spin Master and Universal Products & Experiences (UP&E) are renewing and expanding upon their long-standing toy partnership for How to Train Your Dragon.
The updated agreement builds on the existing relationship between the two companies with global rights to the toy license for the franchise’s upcoming live-action film.
“We have a long history of developing innovative toys in support of this widely celebrated global franchise, surprising and entertaining Dragons fans for well over a decade,” said Spin Master president, Doug Wadleigh. “With the anticipation building for this groundbreaking new chapter in the How to Train Your Dragon saga, we’ve developed a dynamic line up of breakthrough play experiences that will inspire and delight with elements of flight, interactivity and theatrical realism.”
Per the terms of the agreement, Spin Master will develop a wide range of dolls, action figures, remote control items, playsets, vehicles, robotics and plush inspired by the How to Train Your Dragon live-action movie.
Spin Master’s toy line will pair with a new slate of branded content from UP&E to support the debut of Universal Pictures’ live-action reimagining of the animated film.
“Our successful collaboration with Spin Master for the Dragons franchise and Gabby’s Dollhouse continues into 2025 with the team capturing the lore and epic adventures of How to Train Your Dragon’s beloved characters into the new film-inspired line,” said UP&E EVP, Rafael Macias. “Together, we’ve brought the Dragons stories to millions of children and adults alike, creating a toyetic brand that has withstood the test of time and sparking multi-generational appeal,” added Macias. “In 2025, we expect to reach even greater heights with our renewed agreement.”
The How to Train Your Dragon toy line from Spin Master will officially debut during February 2025, in advance of the Toy Fair New York event.
From acclaimed director Dean DeBlois, the upcoming How to Train Your Dragon movie is designed as a live-action remake of the original DreamWorks Animation film.
Inspired by Cressida Cowell’s book series, the How to Train Your Dragon animated movie follows an eccentric Viking teenager named Hiccup who ends a generational feud between his clan and dragons through his unlikely friendship with a Night Fury called Toothless.
The new live-action remake will soar into theatres on June 13, 2025.
A division of NBCUniversal, Universal Products & Experiences (UP&E) drives the expansion of the entertainment company’s vast collection of brands, intellectual properties, characters and stories.
This includes brands from Universal Pictures, Illumination, DreamWorks Animation and NBCUniversal TV & Streaming.
Spin Master is a global company that specializes in creating toys, multi-platform entertainment and digital games for children and families.
With distribution in over 100 countries, Spin Master represents a broad portfolio of in-house and officially licensed children’s entertainment brands.