The third installment in the hit animated franchise, The Hidden World, hits UK cinemas today. 

Spin Master was on fire at London Toy Fair last week, as the company unveiled its new toy line based on Universal Pictures’ latest animation, How To Train Your Dragon: The Hidden World.

Kid influencer and TV star Beau from Beau’s Toy Farm was on the stand to launch the products to media in a Viking inspired photo call with smoke machine effects, during which the impressive Giant Fire Breathing Toothless took flight, showcasing its 22-inch wing span, blue light up eyes and real smoke puffs of dragon’s breath.

Also joining the new line are the Deluxe Dragons with battle features, the Dragon and Viking Sets including the fierce Deathgripper and Grimmel, Dragons collectibles and minis, as well as cute Dragons plush.

Becca Hanlon, senior brand manager, Spin Master UK commented: “The response to the new toy line has been fantastic and we are looking forward to the release of the film into UK cinemas this weekend. We’ve developed our most innovative range yet with lots of special effects and cool battling features, so fans can really bring the adventure and roaring dragon fun to life even after the film has finished.”

The Dragons toy line will be supported by TV advertising across the brand featuring Dragon & Viking and the hero item Giant Fire Breathing Toothless, as well as an extensive digital campaign including influencer outreach, plus an integrated PR programme to drive excitement and awareness at launch.