DIC Ent. has concluded partnership deals with Hasbro Inc. and Scholastic to launch Trollz, a new tween entertainment and lifestyle brand based on a 50-year-old toy. Hasbro will be the master toy licensee and Scholastic will handle publishing for the brand, scheduled to debut in the U.S. in 2005.
DIC recently acquired rights to the iconic, spiky-haired characters from The Troll Company. Trollz will be a stylized, contemporary version of the classic property, which has generated between $4 billion and $5 billion dollars in worldwide sales.
DIC’s Trollz rollout will begin later this year with an elaborate web community utilizing cutting-edge telephonic applications. In 2005, the launch will continue with television projects and video, interactive and other consumer products hitting store shelves in time for back to school. The international rollout for Trollz is scheduled for early 2006 with localized versions of the web community.