News

Walmart, DreamWorks bringing Viking ships, dragons into stores, Times Square

March 18, 2010

More than 2,500 Viking ships are sailing into Walmart stores nationwide as DreamWorks Animation SKG, Inc. and Wal-Mart Stores, Inc. unveil an exclusive, first-of-its-kind program tied to the March 26th release of the studio's feature film, "How to Train Your Dragon." Just before the film hits theaters this week, Walmart and DreamWorks Animation are bringing into port a "unique retail-tainment experience that customers cannot miss," according to a press release, 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 City, 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, 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 Jeffrey Katzenberg, CEO of DreamWorks Animation.

As part of this unique effort, Walmart and DreamWorks Animation began working on their joint collaboration surrounding "How to Train Your Dragon" more than a year ago. Manufacturers such as Kraft, Kellogg, Pepsi and Spin Master among others 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 country.

The products include dragon and Viking-themed toys such as foam swords and helmets, apparel, skateboards, hooded towels, sunglasses and snacks, all available among the life-like 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.

Walmart and DreamWorks will dock a 40-foot Viking ship in New York City's Times Square on March 22 and 23, with live Vikings, giveaways of the new products and previews of the new movie around the ship to a live audience of thousands. In addition, actress America Ferrera will be on-site the morning of March 23 to greet fans.