Licensing New Product News

Spirit Untamed Toy and Lifestyle Lines Launch at Retail

Mattel-Spirit Untamed
As fans gear up for the next chapter of DreamWorks Animation’s high-stakes adventure about a fearless girl and her beloved, wild Mustang, Spirit Untamed, Universal Brand Development launches a dynamic cross-category consumer-products program, inspired by the highly anticipated feature film.
DreamWorks Animation’s Spirit Untamed launches summer 2021 — landing in North America on June 4, 2021 — with toy and lifestyle lines hitting shelves beginning March 2021.
“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,” said 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.”
Playmobil Miradero Festival Set

The cornerstone of the consumer-products program, global master toy licensee Mattel delivers authenticity to the toy aisle, expanding the adventure with a broad range of horses, character dolls and playsets, featuring a host of innovative features and storytelling accessories as well as games. In addition, Playmobil is a returning franchise partner with play sets supporting key movie moments alongside Just Play with basic plush. Additionally, Ravensburger will launch a collection of games & puzzles and Tara Toy, Innovative Designs and Crayola are on board for art and activity sets.

Just Play-Spirit
Just Play Spirit Plush
Additionally, Outright Games, alongside Universal Games and Digital Platforms, is launching DreamWorks Spirit Lucky’s Big Adventure, a brand-new video game set in the adventurous world of the award-winning Spirit franchise. Players can go on a wild adventure and explore the wonders and dangers of the frontier with Lucky and her beloved wild mustang, Spirit. This original story celebrates themes of adventure, friendship and the special connection between a girl and her horse. Lucky teams up with best friends Abigail and Pru to embark on a fun-filled quest for hidden treasure in Miradero. DreamWorks Spirit Lucky’s Big Adventure will release on Nintendo Switch, Playstation 4 , Xbox One and PC digital in summer 2021.
With rich storylines inspired by the film’s courageous lead girl characters, publishing partners are extending the narrative with a movie novelization, reader, and sticker books from Little, Brown Young Readers, as well magnetic hardcover and coloring & activity books from Readerlink/Studio Fun.
Lifestyle partners include an exclusive Franco bedding collection at Target, Pillow Pets, girls’ t-shirts from Hybrid and a variety of sleepwear from Centric Brands featuring beloved character settings. In the health and beauty category, a co-branded partnership with Mane ‘n Tale will offer shampoo, conditioner and detanglers with food and beverage partners Ferrara, PEZ and Decopac rounding out the program.