Licensing News

Spirit Untamed Rides into Retail Across EMEA

Mattel-Spirit Untamed

Universal Brand Development is set to roll out its Spirit Untamed consumer products program across the Europe, Middle East, and Africa (EMEA) region.

The new Spirit Untamed movie from DreamWorks Animation has already premiered in Germany and is coming to theaters in France and the U.K. toward the end of July.

Master toy licensee Mattel is bringing a range of horses, character dolls, and playsets to the toy aisle. Additional toy partners Just Play and Playmobil are supplying plush and playsets, respectively.

Meanwhile, Outright Games collaborated with Universal Games and Digital Platforms to launch DreamWorks Spirit Lucky’s Big Adventure, a video game set in the world of of the Spirit franchise. Distributed by Bandai in EMEA, the game follows the adventures of Lucky and her mustang Spirit, who team up with Lucky’s friends Abigail and Pru to find treasure in Miradero. DreamWorks Spirit Lucky’s Big Adventure is available for Nintendo Switch, Playstation, XBOX One, and PC.

“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 of global franchise management at 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.”

Universal Brand Development previously debuted the Spirit products at retail in North America this past March, where the movie came out in June.