Spirit Untamed | Playmobil

Following the March 1 debut of Mattel’s new range of toys inspired by DreamWorks Animation’s Spirit Untamed, Universal Brand Development has dropped the curtain on its entire cross-category consumer products licensing program. The new film arrives in North America on June 4 and follows the story of a fearless girl and her wild Mustang.

Mattel is leading the charge as master toy licensee with a range of horses, dolls, playsets, and games. Playmobil, which has been on board with Spirit since the Netflix Original series Spirit Riding Free, is rolling out new playsets; Just Play is handling basic plush; Ravensburger is releasing games and puzzles; and Tara Toy, Crayola, and Innovative Designs are releasing art and activity sets.

Mattel’s Spirit Festival Playset | Source: Mattel

“There’s something really special about the connection between girls and horses, and DreamWorks Animation’s Spirit Untamed taps into that emotional bond, bringing audiences along for the ride,” says Shannon Vacca, vice president, global franchise management, Universal Brand Development. “We set out to create consumer products celebrating wholesome characters that empower girls around the world and reinforce Spirit Untamed as the ultimate story about what it means to be wild and free.”

Spirit Untamed Video Game | Source: Outright Games/Universal Games/Digital Platforms

Related: Mattel’s ‘Spirit Untamed’ Line Gallops Into Retail

The new program also includes a video game from Outright Games, Universal Games, and Digital Platforms; books from Little, Brown, Young Readers and Readerlink/Studio Fun; and lifestyle products across bedding, apparel, home goods, food and beverage, and more. Additional licensees include Jay Franco, Pillow Pets, Centric Brands, Hybrid, Pez, Man ‘n Tale, and more.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.