Licensing News

Universal announces global consumer products campaign for Dreamworks Animation’s Trolls World Tour

Published on: September 6th, 2019

Returning master global toy partner Hasbro will be joined by the Lego group.

As excitement builds for the theatrical debut of DreamWorks Animation’s Trolls World Tour in April 2020, Universal Brand Development has announced an expansive global toy and lifestyle programme, featuring world-class licensees and first-of-its-kind partnerships, spanning every major category from toys to lifestyle collections.

Hasbro will be returning as global master toy licensee and will be joined by first-time partner the Lego group. Just Play, Tomy, Build-A-Bear Workshop and Kiddesigns are also on board as returning licensees, along with Crayola and Disguise Costumes amongst others. Highlighting new characters and musically diverse worlds, the collections are filled with hair-play and innovation.

The Trolls lifestyle programme will include multi-category collections for both girls and boys. From apparel to footwear and accessories to luggage, bedding, furniture and more, partners include: ABG Accessories, Accessory Innovations, Baby Boom Consumer Products, BBC Footwear, The Bentex, Group, Centric Brands, Delta Children Products, Hybrid Apparel, Franco Manufacturing, Hallmark, Handcraft Manufacturing, Mad Engine and Zak Designs and more.

The publishing programme will offer storybooks, activity books and early readers as well as novelty formats such as sound books and Busy Books. Returning North American publishing partners include Penguin Random House, Bendon, Phidal, Phoenix and Readerlink. International publishing partners include Egmont, Topps, Hachette Livre, Editorial Planeta, Centum Books, Mondadori, Panini, EDEL and Scholastic.

“With its irreverent humour and award-winning music, the feel-good versatility of the Trolls franchise has licensees and fans across the globe excited for more,” commented Heather Oster, vice president Franchise Strategy, Universal Brand Development. “Looking ahead to Trolls World Tour, we’re teaming up with major brands and licensees to create dynamic collections that are bright and bold and that inspire fans to celebrate their own unique, individual style and share their happiness 365-days-a year.”

Toys and lifestyle collections will start arriving at retail on 1st January 2020.

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