- Big news for fans of the “How to Train Your Dragon” franchise, Spin Master (TSX:TOY) and Universal Products & Experiences have renewed and expanded their toy license agreement
- The expanded deal grants Spin Master worldwide rights to produce a wide range of toys, including dolls, action figures, remote control items, playsets, vehicles, robotics, and feature plush
- This renewed collaboration comes at a perfect time, as Universal Pictures is set to release a new live-action reimagining of the first “How to Train Your Dragon” film on June 13, 2025 Spin Master stock (TSX:TOY) last traded at $33.43
Big news for fans of the “How to Train Your Dragon” franchise, Spin Master (TSX:TOY) and Universal Products & Experiences have renewed and expanded their toy license agreement.
This agreement builds on a successful 15-year partnership between the children’s toy and entertainment company and the studio’s products and experiences division. The expanded deal grants Spin Master worldwide rights to produce a wide range of toys, including dolls, action figures, remote control items, playsets, vehicles, robotics, and feature plush.
This renewed collaboration comes at a perfect time, as Universal Pictures is set to release a new live-action reimagining of the first “How to Train Your Dragon” film on June 13, 2025. Spin Master’s 2025 toy line, inspired by the franchise, will be unveiled in February 2025, ahead of Toy Fair New York.
“Parents believe a hideous name will frighten off gnomes and trolls. Like our charming Viking demeanor wouldn’t do that.”
From the mind of three-time Oscar nominee and Golden Globe winner Dean DeBlois, the live-action reimagining of “How to Train Your Dragon” will likely be as stunning visual spectacle as the CGI-animated series. The first film, which launched the movie franchise in 2010, is set on the rugged isle of Berk, where Vikings and dragons have been enemies for generations.
The story follows Hiccup (Mason Thames), the inventive yet overlooked son of Chief Stoick the Vast (Gerard Butler, reprising his voice role from the animated series). Hiccup defies tradition by befriending Toothless, a feared Night Fury dragon. Their unlikely bond challenges the foundations of Viking society and reveals the true nature of dragons.
With the fierce Astrid (Nico Parker) and the quirky blacksmith Gobber (Nick Frost) by his side, Hiccup faces a world torn by fear and misunderstanding. As an ancient threat emerges, Hiccup’s friendship with Toothless becomes crucial in forging a new future. Together, they navigate the path toward peace, redefining what it means to be a hero and a leader.
Inspired by Cressida Cowell’s bestselling book series, the “How to Train Your Dragon” franchise has captivated audiences worldwide, earning four Academy Award nominations and grossing more than US$1.6 billion at the global box office.
“There may yet come a time when heroes are needed once more. There may yet come a time when the dragons will come back.”
“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,” Doug Wadleigh, Spin Master’s president, toys said in a news release. “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.”
“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,” Rafael Macias, Universal Products & Experiences’ executive vice president and global commercial officer, added. “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. In 2025, we expect to reach even greater heights with our renewed agreement.”
From “Paw Patrol” to Rubik’s Cubes, they know kids
Spin Master Corp. is a children’s entertainment company creating play experiences through its three create centres; toys, entertainment and digital games. Its top brands include Paw Patrol (which has generated an estimated US$8 billion in retail sales since 2014), Bakugan and Melissa & Doug, which introduced Blockables, a new collection of wooden snap-and-play building blocks on Tuesday.
Spin Master stock (TSX:TOY) last traded at $33.43 and has risen 12.14 per cent in the past three months, but has lost 4.10 per cent since the year began.
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