China Toy Fair


Walmart and DreamWorks Team for “Dragon” Program

DreamWorks Animation SKG, Inc. will port in Walmart stores nationwide as the two unveil an exclusive program for the studio’s feature film, How to Train Your Dragon, in theaters on March 26.

More than 2,500 Viking ships will sail into the stores, including one in the How to Train Your Dragon designated area in stores. The area will featuring more than 100 Dragon items for purchase, including licensed products from manufacturers such as Spin Master, Kraft, Kellogg, and Pepsi. The products will include dragon and Viking-themed toys such as foam swords and helmets, apparel, skateboards, hooded towels, sunglasses, and snacks. Walmart has also developed a How to Train Your Dragon activity book that will be found in Happy Meals at 1,000 McDonald’s locations in Walmart stores.

Today, to kick off the program, Walmart and DreamWorks Animation will dock a 40-foot Viking ship in the center of Times Square as part of a two-day event for fans. The event will include a special appearance by America Ferrera (Ugly Betty), who voices Astrid, a girl Viking, in the movie, plus giveaways of the new products and movie previews.

Walmart’s How to Train Your Dragon website, which will feature a Dragon-themed map game, will go live on April 1.