Universal Products & Experiences (UP&E) is leaning further into How to Train Your Dragon following the breakout success of the franchise’s live-action relaunch.
At Licensing Expo, the company is spotlighting a broad expansion strategy tied to the property, following the 2025 live-action film, which grossed more than $636 million worldwide, marking the franchise’s strongest domestic theatrical performance.
Written, produced, and directed by Dean DeBlois, the architect behind the original animated trilogy, the film helped reconnect longtime fans with the world of Berk while introducing the franchise to a new audience.
UP&E is now extending that momentum across consumer products, gaming, and location-based entertainment.
A major centerpiece is How to Train Your Dragon — Isle of Berk at Universal Epic Universe, where the franchise anchors one of the park’s immersive themed lands. The experience includes attractions, live entertainment, themed food offerings, character interactions, and brand-tied retail.
The company said merchandise tied to the land has delivered strong performance since launch.
Beyond the Parks business, the franchise continues expanding through gaming partnerships and licensed merchandise spanning toys, apparel, collectibles, publishing, and collaborations. Spin Master leads the toy line, while The LEGO Group remains part of the broader consumer products strategy.
“How to Train Your Dragon has always inspired deep, emotional fandom,” said Rafa Macias, Executive Vice President, Global Consumer Products & Games at Universal Products & Experiences. Universal is already building toward the next chapter. How to Train Your Dragon 2 is scheduled to hit theaters in June 2027, with Cate Blanchett returning as Valka alongside the returning creative team.
Visit Universal Products & Experiences in Booth No. U188
