the Night Fury dragons into extinction, and once he discovers Toothless, he moves Toothless to the top of his list to eliminate,” UBD says. As powerful as dragons are, they’re no longer safe. Battles will arise between good and evil, and viewers will find themselves on the edge of their seats as they root for their favorite characters. RESONATING WITH FANS Over the span of three movies, fans watched Hiccup grow from a young boy who didn’t know his place in the world to a strong, respected leader. What began as an unlikely friendship between an adolescent Viking and a fearsome dragon turned into a life-changing friendship and an epic adventure, ultimately making How to Train Your Dragon a comingof-age story that appeals to fans both young and old. “It is this epic action-adventure story, but it is also grounded by this powerful and heartwarming bond between Hiccup and Toothless,” UBD says. “The overall theme is about finding the wisdom to let go, which taps into an emotion that all fans can relate to and embrace.“ As the movies come to an end, the fun doesn’t have to. Kids can bring the adventure home with a series of imaginative new toys and games, helping the story live on.
THIS MERCH IS ON FIRE The success of the franchise inspired a medley of How to Train Your Dragon merch— ranging from video games to bedding and action figures—to fully immerse fans into a dragon-inspired world featuring the characters they know and love, and the newcomers too. “Toys are very popular, as fans around the world love to play out their favorite scenes and train their own dragons,” UBD says. Fans can expect new products from Spin Master, Funko, Playmobil, Ravensburger, and more. Spin Master’s collection includes glowin-the-dark features, dragon-glow effects, and color-changing technology. Playmobil, a partner since 2017, introduces “a strong line to support key-story arcs from the DreamWorks Dragons franchise and film,” UBD says. Build-A-Bear Workshop released Toothless and Light Fury plush with the option of adding sound chips to each, as well as a special edition Toothless plush with bioluminescent fur for a shiny dragon glow. There are also books, such as The Art of How to Train Your Dragon: The Hidden World, from Dark Horse Comics. Returning publishing partners include Simon & Schuster, Readerlink, and Bendon in North America. The publishing program features storybooks, activity books, early readers, and more. While Outright Games will collaborate
with Universal Games and Digital Platforms for a new console game, the brand will also see a new mobile game for fans to take along on their adventures. DreamWorks Dragons: Titan Uprising is a new mobile game that launched globally on the App Store and Google Play. Developed by top mobile game studio Ludia, also in collaboration with Universal Games and Digital Platforms, DreamWorks Dragons: Titan Uprising is a match-three puzzle role-playing game. Fans can hatch and nurture their own brood of dragons, from small-scaled babies to towering Titan Wings. Kids and adults alike are in for a wild ride as the gates to the hidden dragon world are about to burst open, and fill our world with the majesty of these high-flying friends. ✪
ABOUT THE AUTHOR: Jacqueline Cucco is an associate editor at Adventure Publishing Group. She writes for the Toy Book, the Toy Insider, and the Pop Insider, and is in charge of all things Instagram. When she’s not watching slime videos, you can find her playing paparazzi for her pet bunny, Peepers (@thebigpeep on Instagram).
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