MGA Entertainment (MGAE) has introduced a new Science, Technology, Engineering, Art, and Math (STEAM) curriculum-based franchise, Project Mc2, a full line of dolls and experiments pairing fashion doll play with making a lava light, a volcanic eruption, and more at-home kitchen-based experiments.
The partnership includes the rights to create kids and adult costumes based on DreamWorks heritage properties such as Shrek and VeggieTales, as well as upcoming movie releases Penguins of Madagascar, Home, and How to Train Your Dragon 3.
JumpStart launched its newest educational multiplayer online game, School of Dragons. The game is based on DreamWorks Animation’s How To Train Your Dragon franchise, and is one of the first massively multiplayer online role-playing games (MMORPG) to incorporate basic science educational features in its gameplay.
School of Dragons blends together three fields—film, online games, and TV—to create an online gaming experience for kids, allowing players to interact, play, and learn with familiar faces from the animated film, such as Hiccup and his dragon Toothless. As players train their own dragons and become fierce Viking adventurers in the game, they will learn key concepts in the scientific method through activities based on earth, life, and physical sciences. Later this summer, School of Dragons will incorporate simultaneous mobile and online gameplay.
JumpStart officially launched School of Dragons at Comic-Con International. Twentieth Century Fox Home Entertainment also announced the DVD release of the TV series DreamWorks Dragons: Riders of Berk. The two-part DVD will be available everywhere July 23. Loaded with exciting bonus content, Disc One will contain Episodes 1 through 11, and Disc Two will feature Episodes 12 through 20. Fans that purchase the DVD will be able to unlock exclusive content in School of Dragons.
School of Dragons can be played online through a limited free account or by paid, full game subscription.
DreamWorks Animation has secured a collection of consumer products partners in North America for Mr. Peabody & Sherman, which will debut in theaters March 7, 2014. The licensing program will be anchored by Random House Children’s Books as master publisher and also includes IDW Publishing (comic books and graphic novels); Hallmark Cards Inc. (stationery); Ludia (iOS, Android, and Facebook games); Hybrid Jem (knit tops, tees, and apparel for kids); Concept One (accessories); Funko (vinyl figures and bobbleheads); Comic Images (plush); Rasta Imposta (costumes); PopFun (glassware and decorative refrigerator magnets); SmileMakers (stickers); Multipet International (pet toys).
DreamWorks Animation brings Jay Ward’s classic cartoon Mr. Peabody & Sherman to life in an all new 3-D comedy adventure. The film is directed by Rob Minkoff (Stuart Little, The Lion King) and produced by Alex Schwartz and Denise Nolan Cascino. Bullwinkle Studios’ Tiffany Ward, Eric Ellenbogen, and Jason Clark also serve as executive producers.
JAKKS Pacific, Inc., has signed a master toy licensing agreement with DreamWorks Studios to manufacture, distribute, and market a line of toys based on the upcoming live-action feature film Real Steel, directed by Shawn Levy and starring Hugh Jackman.
The agreement, brokered by licensing agent Striker Entertainment, includes action figures, accessories, play sets, roleplay, youth electronics, novelties, games and puzzles, Halloween costumes, and more. JAKKS expects to launch the Real Steel product line next fall to coincide with the film’s November 18, 2011 premiere in theaters nationwide.
DreamWorks Animation SKG, Inc. has signed an agreement with Denmark’s Dam Things to debut a movie based on the Good Luck Troll dolls. Siblings writers Adam Wilson and Melanie Wilson LaBracio (Evergone, The Impossible Adventures of Phineas Roone) will write the screenplay, and Dannie Festa of Festa Entertainment will serve as the executive producer.
The Good Luck Troll dolls were created in 1959 when Danish fisherman and woodcutter Thomas Dam carved a doll based on a legendary Scandinavian troll as a Christmas present for his daughter. The dolls reached popularity in the 1960s and saw a resurgence of sales in the 1990s.
Dam Things is represented by Festa and Jay Handlin at Carlsmith Ball, LLP. Wilson and Wilson LaBracio are represented by Festa; Brad Rosenfeld at Preferred Artists; and Eric Suddleson of Felker Toczek Gellman Suddleson, LLP.
The Entertainment & Licensing (E&L) division of Hasbro, Inc. has announced a slate of licensing programs to support its brands, including Transformers, Nerf, Littlest Pet Shop, My Little Pony, Monopoly, and Playskool.
Hasbro, in association with DreamWorks Pictures and Paramount Pictures, will debut Transformers 3 on July 1, 2011. The company’s licensees for the Transformers brand include comic books from IDW (U.S.), digital games from Activision (worldwide), and more.
Hasbro is also teaming up with Universal Pictures to bring Stretch Armstrong and Battleship to the big screen in summer 2012. Universal will also produce films based on Hasbro’s Monopoly, Candy Land, and Ouija. Theater release dates have not been announced.
Hasbro recently reached an agreement with The Sports Licensed Division of the adidas Group for a NERF-inspired apparel and footwear line (deal is still subject to the companies negotiating and has yet to be signed into a binding license agreement). Additionally, Electronic Arts has signed on for NERF digital gaming (worldwide), SDI Technologies has inked a deal for NERF electronics (U.S.), and Performance Design Products will create NERF digital gaming hardware accessories (worldwide).
DreamWorks Animation SKG, Inc. has announced a full slate of promotional partners and licensees in support of Shrek Forever After, which opened in theaters on Friday.
Among the Shrek Forever After licensees are Activision for video games; Hasbro Games for a line of classic Shrek games and puzzles; Penguin for a variety of storybooks; Rubie’s Costume Co. for Halloween costumes; and VTech, which continues to feature Shrek in new key hardware systems and will launch the character Shrek on the MobiGo & FLiP platforms. Playmates, the master toy partner for Shrek Forever After, offers a full array of toys ranging from figures and plush to dolls and role play toys.
For more information, please visit www.dreamworksanimation.com/shrek.
This morning, instead of going directly to my office, I made a stop in Times Square, which was overrun by Vikings… could be a little scary… but they were all smiling, taking pictures and generally enjoying the fact that their big Viking Boat (40 ft) was grounded in the heart of NYC. (Since I’m a native New Yorker, I have to say it was grounded in the heart of America).
After taking a few pictures… trying to hear what actress America Ferrera (Ugly Betty and the voice of Astrid) was saying to the cameras, I had the pleasure of spending a few minutes with Walmart’s SVP and General Manager of Entertainment, Gary Severson.
So how does America’s giant retailer decide when and how much muscle to put behind a new movie launch/property, well, Gary gave me some insight.
There are a lot of great movies that come out every year, but not all translate into merchandise, specifically toys, very well. But the How to Train Your Dragon property has such appeal, especially to boys, that it was clear that this was something to look at. Dragons are a terrific play pattern, and there is a demand for this type of product. Compound this with the studio behind the movie, DreamWorks, and the first toy partner to see the potential—Spin Master—well Walmart knew that this could be something big.
This great partnership launches today in Walmarts around the country and in theaters this Friday. Will your kids love this movie? …the answer is yes! They will love the story about Hiccup, a Viking teenager who just doesn’t fit in and the dragon that challenges him and his fellow Vikings to look at the world differently. And, they will love the array of products that will be available at Walmart exclusively, such as toys (helmets and swords of course… made of foam), snacks, apparel, and other products to keep the story alive. We’ll see the DVDs later in the year so be ready to add it to your holiday list!
DreamWorks Animation SKG, Inc. and Walmart have announced the first of many elements to come from Walmart’s involvement with the studio on its upcoming feature film, How to Train Your Dragon, due in theaters March 26. The toy line, created by Spin Master Ltd., will be available at Walmart stores March 1, and will include action figures and dragons, Viking play sets, roaring plush dragons, flying dragon toys, and role-play toys based on the animated film. The toys will be geared to boys ages 5-8 and will range from $5 to $30.