Universal Brand Development has launched a dynamic cross-category consumer-products program, inspired by the feature film, “Spirit Untamed,” which is now rolling out across EMEA.

“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,” says 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.”

The cornerstone of the consumer-products program, global master toy licensee Mattel, delivers to the toy aisle, expanding the adventure with a broad range of horses, character dolls and playsets, as well as games. In addition, Playmobil is a returning franchise partner with play sets supporting movie moments alongside Just Play with basic 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 world of the Spirit franchise.  The game is distributed by Bandai in EMEA. DreamWorks Spirit Lucky’s Big Adventure will release on Nintendo Switch, Playstation 4, Xbox One and PC digital in summer 2021.