Spirit Untamed Consumer Products Rollout


Universal Brand Development has begun rolling out a range of consumer products based on DreamWorks Animation’s Spirit Untamed across EMEA.

The movie has already arrived in Russia, Italy and Spain and is set to hit the big screen in Germany, France and the U.K. over the next week. Global master toy licensee Mattel is rolling out a range of character dolls and playsets, and Playmobil has play sets supporting key movie moments alongside basic plush.

There’s also a new video game set, from Outright Games alongside Universal Games and Digital Platforms, which is distributed by Bandai in EMEA. DreamWorks Spirit Lucky’s Big Adventure will be available for Nintendo Switch, Playstation 4, Xbox One and PC digital as of this summer 2021.

“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,” said Shannon Vacca, VP of global franchise management at 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.”