‘Trolls World Tour’ Global CP Program Takes Stage

For DreamWorks Animation’s upcoming theatrical debut for Trolls World Tour, in theaters April 17, 2020, Universal Brand Development announces a global toy and lifestyle program featuring world-class licensees and first-of-its-kind partnerships.


Hasbro returns as global master toy licensee and will be joined by first-time partner the LEGO Group. Just Play, TOMY, Build-A-Bear Workshop, and KIDdesigns return as licensees, as well as Crayola and Disguise, among others. Highlighting new characters and musically diverse worlds, the collections will be filled with Trolls signature hair-play as well as innovation.


The Trolls lifestyle program will include multi-category collections for all kids. From apparel to footwear and accessories to luggage, bedding, furniture and more, partners include: ABG Accessories, Accessory Innovations, Baby Boom Consumer Products, BBC Footwear, The Bentex, Group, Centric Brands, Delta Children Products, Hybrid Apparel, Franco Manufacturing, Hallmark, Handcraft Manufacturing, Mad Engine, Zak Designs, and more.


“With its irreverent humor and music, the feel-good versatility of the Trolls franchise has licensees and fans across the globe excited for more,” said Heather Oster, vice-president franchise strategy, Universal Brand Development. “Looking ahead to Trolls World Tour, we’re teaming up with major brands and licensees to create dynamic collections that are bright and bold and that inspire fans to celebrate their own unique, individual style and share their happiness 365-days-a year.”


A robust publishing program will offer storybooks, activity books and early readers as well as novelty formats such as sound books and Busy Books. Returning North American publishing partners include Penguin Random House, Bendon, Phidal, Phoenix and Readerlink. International publishing partners include Egmont, Topps, Hachette Livre, Editorial Planeta, Centum Books, Mondadori, Panini, EDEL and Scholastic.


In the food and beverage category, key partnerships are anchored by top household names including General Mills, The Kraft-Heinz Company, PEZ Candy USA and Ferrara. Rounding out the program, health and beauty licensees include such marquee brands as Bayer, Centric Beauty LLC, Colgate-Palmolive, Conair Corporation, Johnson & Johnson, and The Crème Shop.


Trolls also continues to inspire high-end fashion collaborations as well as fast fashion. Among the new lifestyle programs, a capsule collection designed by Jeremy Scott for Moschino, celebrating the 60th anniversary of the Good Luck Trolls, made its debut in Milan and is available at retail now. Also kicking off this year, Trolls Live! begins its global tour in November, bringing Poppy, Branch and their Trolls friends to the stage for a musical celebration. Additionally, Trolls the Experience continues to draw in crowds in New York City.


DreamWorks Animation’s Trolls World Tour lands in theaters worldwide, spring 2020. Toys and lifestyle collections will begin setting at retail on January 1, 2020.