Walmart, DreamWorks Animation inks retail deal for How to Train Your Dragon


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MUMBAI: DreamWorks Animation SKG, Inc and Wal-Mart Stores have inked a retail agreement for the studio’s upcoming feature film, How to Train Your Dragon. The movie is slated for release on 26 March, 2010.


The announcement made at the New York Toy Fair was for 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 on 1 March, 2010, and will feature a 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. 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," said Walmart U.S vice president toys Laura Phillips.


"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. Walmart’s commitment to encouraging kids to relive the movie and create their own dragon and Viking adventures is unparalleled," said DreamWorks Animation head of worldwide consumer products Kerry Phelan.


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 and 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. 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," said Spin Master executive vice president Mark Sullivan.