Spirit Riding Free gallops into Mattel portfolio

New toy range strengthens partnership with Universal Brand Development

Written by Rhys Thomas

Posted 21.02.2020 | Toys

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A new line of toys based on DreamWorks Animations’ Netflix series Spirit Riding Free is in the works at Mattel.

The multi-year global licensing agreement with Universal Brand Development covers dolls, role-play, games and arts and crafts, with product launching ahead of a feature film based on the series, which is slated to hit cinemas May 2021.

“DreamWorks Animation’s Spirit Riding Free has captured the imaginations of children and families around the world,” says Janet Hsu, Chief Franchise Officer, Mattel.

“We have a strong partnership with the Universal team and track record of designing products that offer a deep connection to their characters and stories. We look forward to taking this to the next level with Spirit by bringing new innovation to the property through a full range of toys across multiple categories.”

The deal extends a wider partnership between the companies, with toy deals already in place for Universal’s Minions, Jurassic World and Fast & Furious franchises.

Joe Lawandus, Senior Vice President and General Manager, Global Toys and Hardlines, Universal Brand Development, adds: “At the heart of the series is the connection between the girls and their horses, and Spirit uniquely and authentically owns that undeniable bond.

“Mattel’s innovative approach to product design and storytelling is like no other, and we’re excited to further expand upon our successful partnership with them to design toys that tap into this natural play pattern and inspire girls to live out the series in real-life.”


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