Walmart, DreamWorks Animation and Spin Master Join Forces to Bring Families a New Adventure with “How to Train Your Dragon”
February 20, 2010

New Toy Line Launches at Walmart March 1st

BENTONVILLE, Ark. (Feb. 16, 2010) – DreamWorks Animation SKG, Inc. (Nasdaq: DWA) and Walmart (NYSE: WMT) announce today the first of many elements to come from Walmart’s involvement with the studio on its upcoming feature film, “How to Train Your Dragon,” which enters theaters on March 26, 2010. 

The first major announcement made today at the New York Toy Fair is the launch of a new licensed toy line for DreamWorks Animation’s “How to Train Your Dragon.” The toy line, created by Spin Master Ltd., will be available at Walmart stores everywhere on March 1, 2010, and will feature a fun-filled collection of action figures and dragons, Viking play sets, and role play toys based on the new animated film.

 “It was a year ago this month at Toy Fair when Walmart, DreamWorks Animation and Spin Master first came together to discuss the possibility of creating an exclusive line of toys around this film,” said Laura Phillips, vice president of Toys, Walmart U.S. “We are excited to bring the family adventure to life through play, and moms will be excited by the great quality and value that we are offering.” 

“We believe kids will identify with the adventure-filled world and the interesting characters of ‘How to Train Your Dragon,’ which has now been captured in this engaging new toy line-up from Spin Master and Walmart,” said Kerry Phelan, head of Worldwide Consumer Products for DreamWorks Animation. “Walmart’s commitment to encouraging kids to relive the movie and create their own dragon and Viking adventures is unparalleled.”

 The “How to Train Your Dragon” toys will range from $5 to $30 and will include: 

  • Viking and Dragon Character Packs
  • Feature-Based Action Dragons
  • Battle and Collapse Play sets
  • Hiccup’s “Dragon Battling Sword”
  • Viking Battle Pack Role Play Pieces
  • Flying Dragon Toys
  • Roaring Plush Dragons
  • Dragon Eggs and “Active Volcano” Play sets

 

“Children love to role play their favorite characters and adventures, and we set out to develop a toy line that captures the fun, fantasy and excitement of the ‘How To Train Your Dragon’ movie so imaginatively created by DreamWorks Animation,” said Mark Sullivan, executive vice president, Spin Master Ltd.  “By engaging Walmart’s expert knowledge of consumer toy trends, we feel that we have created a toy line that will complement the movie to the enjoyment of kids and families alike.” 

 

About “How to Train Your Dragon”

Set in the mythical world of burly Vikings and wild dragons, and based on the book by Cressida Cowell, “How to Train Your Dragon” tells the story of Hiccup, a Viking teenager who doesn’t exactly fit in with his tribe’s long-standing tradition of heroic dragon slayers.  Hiccup’s world is turned upside down when he encounters a dragon that challenges him and his fellow Vikings to see the world from an entirely different point of view. 

About DreamWorks Animation

DreamWorks Animation creates quality entertainment, including CG animated feature films, television specials and series, live entertainment properties and online virtual worlds, meant for audiences around the world. The Company has world-class creative talent, a strong and experienced management team and advanced filmmaking technology and techniques. All of DreamWorks Animation’s feature films are now being produced in 3D.  The Company has theatrically released a total of 18 animated feature films, including the franchise properties Shrek, Madagascar and Kung Fu Panda.

About Spin Master Ltd.

A multi-category children’s entertainment company since 1994, Spin Master has been designing, developing, manufacturing and marketing consumer products for children around the world and is recognized as a global growth leader within the toy industry.  Spin Master is best known for such popular brands as boy’s action phenomena and 2009 Toy of the Year winner Bakugan Battle Brawlers™, 2008 Toy of the Year winner Air Hogs®, Aquadoodle™, Tech Deck™, and Moon Sand™.   The company has also marked an entry into children’s media with the launch of Spin Master Entertainment, a division focusing on the design, development and production of television and other media properties.  Spin Master employs over 800 people with offices in Toronto, Los Angeles, Paris, London, Hong Kong and Mexico.  For additional information please visit: www.spinmaster.com.

 

About Walmart

Every week, millions of customers visit Walmart stores, Neighborhood Markets, and Sam’s Club locations across America or log on to its online store at www.walmart.com. The company and its Foundation are committed to a philosophy of giving back locally. Walmart is proud to support the causes that are important to customers and associates right in their own neighborhoods, and last year gave more than $378 million to local communities in the United States. More information about Walmart can be found by visiting www.walmartstores.com.

 

 

 

Daniel Pickett
Daniel “Julius Marx” Pickett has been around toys his whole life. The first line he ever collected was Mego’s World’s Greatest Super Heroes line back in the 70s. He has been surrounded by collectables ever since. In 1999 he was confounded by a lack of information and news about some of his favorite toy lines he was collecting. Since he couldn’t find the information he decided to pursue it himself thinking other people might also be interested in the same news. He started writing a weekly column on the toy industry and action figure for a toy news site and in a years time he tripled the sites daily traffic with his updates, reviews and product features. He built relationships with every major toy manufacturer and many sculptors, painters and mold makers. He grew his hobby into a world wide expertise that the industry has embraced. In 2004 he teamed up with his toy buddy Jason “ToyOtter” Geyer and they created their own website www.ActionFigureInsider.com. Daniel has been quoted in both industry and mass media press outlets. Over the years Daniel and AFi have been sought out as experts in the field. Daniel was regularly featured on “Attack of the Show” on the G4 network as the primary contributor to their “Mint On Card” segment, and our front page has been linked to from USA Today’s “Pop Candy” Blog twice. Daniel’s content has also been featured on MSNBC.com, Wired.com, Fark.com, Boing-Boing, Gizmodo.com, Ain’t It Cool News, the Official Star Wars blog, Geekologie, G4, CNet and Toy Fare magazine, among many others. He has consulted on toy lines, books, documentaries and TV shows. But all of that really just sounds snooty and “tootin’ his own horn” – the long and short of it is that Daniel loves toys and he LOVES talking about them.
Read other articles by Daniel Pickett.

 

 

 

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