The all-new toy collection is inspired by the DreamWorks animated television series.

Distributed in the UK by Flair, master toy partner Just Play is launching a full range of dolls, horse figures and play sets based upon DreamWorks’ Spirit Riding Free.

Available now, the collection includes a 24-piece Spirit Barn Play set, featuring a Lucky Doll and Spirit Horse, as well as the Lucky Deluxe Feeding which features a 35cm tall Spirit horse that eats carrots realistically, a Lucky doll, a storybook and more.

A fully integrated marketing campaign across channel, licensor, retail and master toy partners supports the series. TV advertising will deliver significant TVRs through the autumn, plus online presence through a toy-focused microsite on Pop Fun will further engage the audience. A full schedule of print advertising and promotions is also underway together with social media engagement with mums and gift buyers and bespoke support plans at retail.

This will add to the significant activity already in place with the Universal Brand Development team. A competition to win a stable sleepover experience, and the creation of a music video with top Youtube influencers are just two of the tentpole activities further supported with pre-roll, unboxing and Facebook advertising.