Universal Brand Development has announced an expansive, global toy and lifestyle program for the highly anticipated animated sequel Trolls World Tour (April 17, 2020), featuring world-class licensees and first-of-its-kind partnerships in one big, musical, colorful glittery wave set to sweep across retail shelves. Toys and lifestyle collections will launch at retail January 1.
Hasbro will be returning 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 also are on board as returning licensees, as well as Crayola and Disguise Costumes, among others. Highlighting dazzling new characters and musically diverse worlds, the collections are filled with hair-play and innovation.
Inspired by a vibe bursting with happiness, the Trolls lifestyle program will include multi-category collections for both girls and boys. 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 and Zak Designs and more.
“With its irreverent humor and award-winning 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.”
The 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.
The DreamWorks Trolls franchise has grown to become one of the largest global entertainment brands with activations across TV, games, live entertainment and beyond. Trolls 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, a popular, social media-worthy destination for families, continues to draw in crowds in New York City.