Dreamworks Spirit Riding Free toys arrive in the UK

Published on: 15th August 2018

Just Play, distributed by Flair, and Playmobil to launch full ranges to support the show.

Universal Brand Development has announced that toys for the popular animated series DreamWorks Spirit Riding Free are set to debut at UK retail this Autumn. Just Play, distributed by Flair in the UK, and Playmobil will lead the licensing programme for the series, with full ranges available from 28th September.

Inspired by the 2002 Oscar-nominated film, Spirit: Stallion of the Cimarron, DreamWorks Spirit Riding Free recently launched on Sony’s free to air Pop TV channel, which is currently the UK’s No.1 commercial broadcaster for kids. The show is being supported by a comprehensive campaign that spans the channel and the website and includes programme trailers throughout the day, as well as interactive digital games that enable fans to further immerse themselves in the brand.

The Just Play range includes collectibles, dolls and horses, playsets, plush and deluxe sets. The Playmobil line is also comprehensive, with Horse Stall sets featuring the main characters from the series alongside their horses, in addition to Lucky’s Happy Home and Bedroom playsets

A 360-degree marketing campaign is in place to support the acceleration of the franchise in the UK and includes parenting blogger outreach, unboxing videos, Facebook competitions and advertising, YouTube pre-rolls and a five-week TV advertising campaign in Q4 2018.

Hannah Mungo, UK and Ireland country director, Universal Brand Development says, “DreamWorks Spirit Riding Free is capturing the hearts of families and is achieving the all-important stamp of parental approval too. The property is wholesome and has been lauded for its inspiring themes of courage, adventure and friendship. We’re delighted to be working with Just Play, Flair and Playmobil on the launch of the UK licensing programme. The quality of their respective products will extend the brand experience beautifully; UK retailers are really excited.”


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