Toy Fair 2010: Wal-Mart to release exclusive line of toys for 'How to Train Your Dragon'
NEW YORK -- Retail giant Wal-Mart Stores Inc. is preparing to launch an exclusive line of toys for the upcoming DreamWorks film "How to Train Your Dragon," executives announced at this week's American International Toy Fair.
The licensed toy line, created by Toronto toy maker Spin Master, will launch March 1 and will feature action figures, dragon models, viking play sets, plush dragons and role-play costumes.
To appeal to budget-minded parents, the chain is offering the toys at prices ranging from $5 to $30, said Laura Phillips, Wal-Mart's chief toy officer, in an interview with The Times.
"There's a lot of newness in the industry -- we're seeing incredible innovation from a breadth of suppliers," she said. "In 2010, there's more optimism. We're intending to lean in heavily and place big bets."
Harold Chizick, a Spin Master spokesman, said the company was excited to offer a line of dragon-themed toys, saying he believed boys in particular would be drawn to the products.
As the economy continues to recover, Chizick predicted toy manufacturers would become more innovative this year.
"I think the appetite for risk for many manufacturers will be a little higher than in 2009," he said.
The animated movie, about a boy named Hiccup who befriends a dragon named Toothless, will be in theaters March 26.
-- Andrea Chang
Photo: Wal-Mart is releasing an exclusive line of toys for DreamWorks' "How to Train Your Dragon." Credit: DreamWorks