Property Profile: The Soaring Saga of ‘How to Train Your Dragon’

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This is Berk. It’s a mythical place that exists in DreamWorks Animation alongside the studio’s other beloved make-believe lands like Far Far Away and Valley of Peace. You see, while many fantasy locales have monsters or robots, in Berk, they have dragons.

Since launching in 2010, How to Train Your Dragon continues to impact fans of all generations. | Source: DreamWorks Animation

Since its debut on March 26, 2010, How to Train Your Dragon has captured audiences with unique storytelling, charming characters, and, of course, its extensive dragon lore. The animated adventure-comedy still holds a special place in the hearts of its fanbase and continues to impact generations even after its first appearance more than 15 years ago.

How To Train Your Dragon follows Hiccup, voiced by Jay Baruchel, who goes against the Viking traditions by befriending Toothless, a fearsome Night Fury dragon. When something threatens the safety of humans and dragons, it’s up to the unlikely duo to challenge the foundations of Viking society and navigate a delicate path toward peace.

With its box office performance totaling more than $495 million worldwide, the film began a trilogy that continued with the releases of How to Train Your Dragon 2 and How to Train Your Dragon: The Hidden World. The franchise continued to grow and expand over the years with numerous television series, such as Dragons: Riders of Berk, Dragons: Defenders of Berk, Dragons: Race to the Edge, Dragons: Rescue Riders, and Dragons: The Nine Realms.

Universal’s Epic Universe will feature exclusive merch from the animated franchise. | Source: Universal Orlando Resort

Celebrating the franchise’s successes and dedicated fanbases, Universal Orlando Resort will incorporate the world of Berk into its Universal Epic Universe Theme Park. Inside How to Train Your Dragon – Isle of Berk, guests enter a portal to experience rides, shows, food, and attractions inspired by the animated franchise. Families can also shop for exclusive Dragon fashion, toys, and collectibles only available inside the park.

“As one of the most beloved franchises with cross-generational appeal, the enduring legacy of How to Train Your Dragon has captivated fans across the globe,” says Rafael Macias, Global CPG Commercial Officer, Universal Products & Experiences. “With Universal Pictures’ live-action retelling, we’re excited to grow the brand, delivering new innovation that enables fans to fly and train dragons like never before and immersive retail experiences that tap into what fans love most about the franchise – the lore of Vikings and dragons.”

The live-action *How to Train Your Dragon* movie will release in theaters on June 13. | Source: Universal Pictures

This year, the How to Train Your Dragon franchise expands even more with a live-action movie directed by Dean DeBlois. Fans of all generations will gather in theaters on June 13 to watch the Universal Pictures film retell the thrilling adventures of Hiccup and Toothless. The ensemble cast features the talents of Mason Thames, Nico Parker, Julian Dennison, Bronwyn James, Nick Frost, Gabriel Howell, and Harry Trevaldwyn, alongside
Gerald Butler, reprising his role of Stoick the Vast from the animated film.

Guided by the licensing team at Universal Products & Experiences, retailers can expect renewed interest in the franchise ahead of this summer’s theatrical release. Spin Master, returning as a master toy licensee, will offer a host of new products alongside additional toys, games, and collectibles from Funko, Hasbro, Insight Editions, Nex Playground, and more.

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ULTIMATE PLASMA BLAST TOOTHLESS

This Toothless action figure boasts an impressive 26-inch wingspan and comes to life with lights and sounds. The figure features an articulated head, legs, and wings for dynamic action.