Universal Brand Development Debuts ‘Spirit Untamed’ Toy and Consumer Products Program • The Toy Book


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

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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