DreamWorks’ Dragon Goes Exclusive With Wal-Mart

DreamWorks Animation and Wal-Mart launched a new joint promotional plan for the upcoming 3-D feature How to Train Your Dragon that will see the national retailer carry a large selection of exclusive merchandise from the film.

According to The Hollywood Reporter, Wal-Mart will sell more than 100 Dragon-branded items in its stores, with most of those items being exclusive to the retailer. While the DVD and video game based on the film will not be exclusive, most of the rest of the film’s merchandise is ‘ including Happy Meal toys available only in McDonald’s outlets inside Wal-Mart stores.

The retailer will promote the movie with Viking ships at its 2,500 stores across the nation and a glitzy launch Monday in Times Square that features DreamWorks Animation head Jeffrey Katzenberg and voice actress America Ferrera.

“This program is twice as big as any original movie launch for us,” Anne Globe, the studio’s head of worldwide marketing and consumer products, told The Reporter. “Wal-Mart is the No. 1 retailer in the world, and they know how to sell merchandise. We’re inspired by what we’ve seen.”

The collaboration, which saw Wal-Mart having a hand in creating the merchandise, will likely not be the last such deal between the studio and the retailer.