Research Guru / Moderator
Posted:
Mar 20, 2010, 4:06 PM
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Walmart ties on to "Dragon" with Viking vessels
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More than 2,500 Viking ships are sailing into Walmart stores across the United States as DreamWorks Animation SKG, Inc. and Wal-Mart Stores, Inc. unveil an exclusive, first-of-its-kind program tied to next Friday's release of the studio's feature film How To Train Your Dragon.
Just before the film hits theaters, Walmart and DreamWorks Animation are bringing into port a "retail-tainment experience" featuring a giant "How to Train Your Dragon" designated area in stores, complete with a Viking ship and more than 100 How to Train Your Dragon items for purchase. Walmart and DreamWorks Animation are also sharing the experience with New York, docking a 40-foot Viking ship in the center of New York's Times Square with a two-day event for movie fans, including a special appearance by America Ferrera (Ugly Betty), who voices the role of girl Viking "Astrid" in How to Train Your Dragon.
"Our partnership with DreamWorks Animation has changed the way retailers can work with the movie industry," said Gary Severson, senior vice-president of entertainment for Walmart U.S. "From the start of this program, we have worked toward the goal of changing the way movie fans connect to a great movie, and families could bring the adventure home in products they love. This is one of the largest footprints that we've ever created in our stores for a theatrical release, with exclusive merchandise that has been custom created for our customers."
"From our earliest conversations, we were excited and impressed with Walmart's vision and ambition for our property as well as the way they chose to deliver such a creative and innovative experience at retail for How to Train Your Dragon," said DreamWorks Animation CEO Jeffrey Katzenberg, Chief Executive Officer of DreamWorks Animation.
Walmart and DWA began working on their joint collaboration surrounding How to Train Your Dragon over a year ago. Manufacturers such as Kraft, Kellogg, Pepsi and Spin Master worked directly with Walmart and DreamWorks Animation months ago to create custom How to Train Your Dragon-branded products, which arrive next week in stores across the U.S.
The dragon-ized products include dragon and Viking-themed toys, such as foam swords and helmets, apparel, skateboards, hooded towels, sunglasses and snacks, all available among the lifelike character stands of Viking- and dragon-themed fixtures, as well as Walmart's actual Viking ship displays holding the products. Also for the first time, Walmart has developed a How to Train Your Dragon activity book that will be found in Happy Meals at 1,000 McDonald's locations in Walmart stores.
"We are thrilled to join forces with Walmart on a robust consumer experience that features such fun and engaging thematic tie-ins to How to Train Your Dragon," said Anne Globe, head of worldwide marketing and consumer products for DreamWorks Animation. "Our innovative approach to this program with Walmart was inspired by the great creative elements of the film itself, and we are so excited to extend the life of the movie beyond the theater for families to connect with DreamWorks Animation's characters and worlds in new ways both in stores and online."
To bring the event closer to home for New Yorkers, Walmart and DreamWorks will dock a 40-foot Viking ship in Times Square on Monday and Tuesday, with live Vikings, giveaways of the new products and "How to Train Your Dragon" previews of the new movie around the ship to a live audience of thousands. In addition, Ferrera will be on-site Tuesday morning to greet fans and discuss her experience voicing Astrid in the animated feature.
Walmart will begin actively advertising and marketing How to Train Your Dragon with broadcast, print and in-cinema spots, as well as digital activities, in the coming days. Moviegoers will see that "actual dragons" have arrived in stores in a 30-second in-cinema commercial running on more than 13,000 screens in 4,600 theaters.
Online, fans of the movie can create their own Viking name or watch the dragon's fire burn a message on screen through Walmart's digital ads. Walmart's How to Train Your Dragon Web site, which will feature a Dragon-themed map game, goes live April 1.
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