Spin Master Ltd. and DreamWorks Animation Take Flight with Exclusive Global Licensing Relationship for DreamWorks ‘Dragons’ Franchise
February 25, 2013

Toy Line from Hit TV Series DreamWorks Dragons: Riders of Berk to Debut in Fall of 2013


riders-of-berk-logoLos Angeles, CA – February 19, 2013 – To forge an alliance worthy of the great Vikings and dragons of Berk, Spin Master Ltd., one of the leading toy manufacturers in the world and DreamWorks Animation SKG, Inc. (Nasdaq: DWA) have entered into an exclusive licensing relationship in which Spin Master will serve as the worldwide master toy licensee for the DreamWorks Dragons slate of upcoming franchise properties, which includes a television series  as well as the much-anticipated sequel to the original film.

Spin Master Ltd. previously served as master toy partner for the Academy Award® nominated How to Train Your Dragon feature film, released globally in 2009, and this fall will debut a toy line inspired by the 2012 debut of Cartoon Network’s DreamWorks Dragons: Riders of Berk, which features the original voice cast from the feature film.  The highly popular show continues to be a hit, consistently ranking No.1 among Boys 6-11 in its time period since its premiere.

Now kids everywhere will be able to step into the world of Vikings and dragons with a line of immersive and imaginative toys inspired by DreamWorks Dragons: Riders of Berk.   Toothless and Hiccup’s universe is filled with incredible flying dragons, epic sword and role play and a sense of adventure captured perfectly in Spin Master’s latest offerings.  These action-packed toys feature surprising innovations, bringing Berk and its inhabitants to life.

One of the line’s featured items is the Giant Fire Breathing Toothless, which creates amazing blue “fire” and “steam” that must be seen to be believed.

“Re-teaming with DreamWorks Animation puts Spin Master in an enviable position to create a blockbuster line of toy properties inspired by the DreamWorks Dragons franchise, which has appealed to boys the world-over and is now ripe for introduction to an entirely new fan base,” says Craig Sims, VP global licensing for Spin Master Ltd.  “By introducing its beloved characters to audiences through the big-screen and on television, DreamWorks Animation has created a complete franchise which lends itself perfectly to a rich and expansive play pattern.”

The highly anticipated sequel to the original feature film, How to Train Your Dragon 2, is set for release on July 20, 2014.

“Spin Master was a wonderful partner for us on How to Train Your Dragon – one of our biggest consumer products program yet – and we look forward to building on this relationship as we grow the franchise in a number of innovative  ways,” said Kerry Phelan, head of worldwide licensing and consumer products for DreamWorks Animation.  “Kids can’t seem to get enough of Dragons, and this line provides the perfect opportunity for them to relive their favorite moments from the film as well as create their own Viking and dragon adventures.”


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 2009-2010 Boys Toy of the Year winner Bakugan Battle Brawlers™, and award-winning brands Air Hogs®, Appfinity™, Aquadoodle™, La Dee Da™, Nano Speed™, Spin Master Games™, Tech Deck™, and Zoobles™.  The company has also marked an entry into children’s media with the launch of Spin Master Entertainment, a subsidiary focusing on the design, development and production of television and other media properties. Spin Master employs over 900 people with offices in Toronto, Los Angeles, London, Paris, Hong Kong, Mexico, Munich, Italy, Spain and central Europe. For additional information please visit: www.spinmaster.com.


About DreamWorks Animation

DreamWorks Animation creates high-quality entertainment, including CG animated feature films, television specials and series and live entertainment properties, 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. DreamWorks Animation has been named one of the “100 Best Companies to Work For” by FORTUNE® Magazine for five consecutive years. In 2013, DreamWorks Animation ranks #12 on the list.  All of DreamWorks Animation’s feature films are produced in 3D. The Company has theatrically released a total of 25 animated feature films, including the franchise properties of Shrek, Madagascar, Kung Fu Panda, How to Train Your Dragon and Puss in Boots.

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.
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