How to train your dragon

A dragon-powered collaboration: Spin Master x Sony Pictures x Universal Pictures

Together with Spin Master, Sony Pictures Entertainment (BE) and Universal Pictures (NL), we helped introduce their latest How to Train Your Dragon toy line to the world.

In the entertainment world we operate in, spontaneous and strategic connections often emerge between franchise brand holders, whether through toys, films, video games or a clever combination of all three.

We love these collaborations where we can support multiple clients with one shared goal: creating maximum attention and hype.

For toy publisher Spin Master, we partnered with family-oriented creator profiles, who could take their dragon toys from home all the way to the movie premiere in Dutch and Belgian cinemas. A perfect example of how crossover between brands can feel completely organic, while also generating fun, engaging content across several phases: from unboxing and playtime to an unforgettable movie premiere adventure. That’s what we call true fan service.

A big thank you to Spin Master Games for their trust and amazing toys, and to Sony Pictures Entertainment and Universal Pictures for reserving those exclusive cinema seats. Our creator families absolutely loved the experience!