DreamWorks Buys Trolls Brand

DreamWorks Animation has acquired the iconic Troll franchise from the Dam Family and Dam Things of Denmark.

DreamWorks is now the exclusive worldwide licensor for the classic Troll dolls, with the exception of Scandanavia where Dam Things will remain the licensor.

As part of its plans to re-introduce the classic brand to fans around the world, the studio has also named Shawn Dennis as its head of brand development.

“Trolls is a brand with over 50 years of deep heritage and we are thrilled to bring this iconic, multi-generational property to DreamWorks Animation,” says Ann Daly, chief operating officer, DWA. “We have big plans for this franchise and Shawn Dennis is uniquely suited to lead this charge. She helped grow the American Girl brand into a household name and by bringing this expertise to Trolls she will introduce these characters to legions of new fans around the world.”

The Troll doll phenomenon was born in 1959 when Danish fisherman and woodcutter Thomas Dam, too poor to afford a Christmas present for his young daughter, carved a doll for her based on the legendary Scandinavian troll.

“Trolls is one of those rare, proven and universally adored brands,” says Dennis. “There is incredible potential here to engage kids across multiple platforms in a way that is fun, enduring and meaningful. It is truly an amazing opportunity to be able to re-launch a brand like this one.”

In addition to overseeing the Trolls franchise, Dennis will manage other businesses within the company’s portfolio of branded IP.

Dennis joins DWA from American Girl where she served as senior vice president, marketing, product development and publishing. Prior to American Girl, she also held positions at Dell, the National Football League, MasterCard and Universal Studios.