Toy market news

Universal Brand Development debuts ‘Spirit Untamed’ toy and consumer products program


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.

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.

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