Universal Brand Development: Wild and Free

DreamWorks Animation’s “Spirit Untamed” rides into retail this spring.
Bibi Wardak

April 15, 2021


Universal Brand Development is galloping down the retail aisle and into fans’ hearts this month with an early launch of a dynamic consumer products line leading up to the debut of the wildly anticipated DreamWorks Animation high-stakes adventure “Spirit Untamed.” “Spirit Untamed,” which debuts in North America on June 4, follows the journey of a fearless girl, Lucky Prescott, and her beloved mustang, Spirit. The film is a follow-up to DreamWorks Animation’s Oscar-nominated 2002 fan-favorite “Spirit: Stallion of the Cimarron.”

The forthcoming animated film is now supported by an impressive array of partnerships, spanning several categories and bolstered by the support of a renewed fan base following the 2017 launch of Netflix series “Spirit Riding Free.” As fans eagerly await the “Spirit Untamed” debut, a cross-category consumer products program, anchored by global master toy partner Mattel, will whet their appetite. Toy and lifestyle items hit shelves earlier on March 1.

“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.”

As global master toy licensee, Mattel is set to deliver authenticity to the toy aisle with the addition of a range of horses and games. Playmobil is also returning as a franchise partner, gearing up to release playsets in support of key film moments, while licensee Just Play delivers basic plush. Ravensburger has signed on to launch a line of games and puzzles, while Crayola, Tara Toy and Innovative Designs will roll out art and activity sets in support of the film.

And, of course, gaming is absolutely a part of UBD’s retail rollout of the big 2021 “Spirit” animated film’s next chapter. Outright Games, in partnership with Universal Games and Digital Platforms, will debut “DreamWorks Spirit Lucky’s Big Adventure,” the brand-new video game inspired by the adventurous world of “Spirit,” which was revealed in late January. The fan response points to an appetite for a video game set within Miradero.

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