×

Troll Dolls in DreamWorks’ Toy Chest

DreamWorks Animation now the exclusive worldwide licensor of Trolls merchandise.

With an animated film based on the Troll doll toy franchise already in development, DreamWorks Animation has gone one step further and bought the entire brand, and has tapped American Girl veteran Shawn Dennis to oversee the brand for the toon studio.

Deal with the Dam Family and Dam Things of Denmark now makes DreamWorks Animation the exclusive worldwide licensor of merchandise rights for the Trolls, except for Scandanavia, the birthplace of the characters, where Dam Things will remain the licensor.

Financial terms of the deal were not disclosed. DWA first brokered the film rights for a Trolls movie in 2010.

Dennis will focus on relaunching the Trolls brand worldwide and introducing them to a new generation of kids.

“Trolls is a brand with over fifty years of deep heritage and we are thrilled to bring this iconic, multi-generational property to DreamWorks Animation,” said chief operating officer Ann Daly. “We have big plans for this franchise and Shawn Dennis is uniquely suited to lead this charge.  She helped grow the American Girl brand into a household name and by bringing this expertise to Trolls she will introduce these characters to legions of new fans around the world.”

Dennis recently served as chief marketing officer and senior VP of marketing at doll retailer American Girl. Before that, she was group head and VP, global branding at computer maker Dell, and chief marketing officer and VP of the National Football League. Her resume also includes stints at MasterCard Intl and Universal Studios.

“DreamWorks Animation is renowned for telling wonderful stories about imaginative worlds while bringing characters with universal appeal into the hearts and homes of families everywhere,” said Calle Ostergaard, CEO of Dam Things. “We are confident that the time-honored legend of the Trolls, which holds such special significance to the Dam family and the people of Scandanavia, will now live on in new and exciting ways with DreamWorks Animation.”

The Troll dolls were first introduced in 1959, when Danish fisherman and woodcutter Thomas Dam, too poor to afford a Christmas present for his young daughter Lajla, carved a doll for her based on the legendary Scandinavian troll. They became one of the toy biz’s biggest phenomenons during the 1960s and enjoyed a resurgence in the 1990s.

More Biz

  • Andrew Weatherall at Caught by the

    British DJ-Producer Andrew Weatherall Dies at 56

    British music producer, DJ and record-label founder Andrew Weatherall, who co-produced Primal Scream’s landmark 1991 album “Screamadelica” and helped bring the acid house genre into the mainstream, died Monday in a London hospital from a pulmonary embolism, his management confirmed to the Guardian. He was 56. “He was being treated in hospital but unfortunately the [...]

  • Bertelsmann CEO Says RTL, ProSiebenSat.1 Should

    Bertelsmann CEO Says RTL, ProSiebenSat.1 Should Be Free to Merge

    The CEO of German media giant Bertelsmann has said its RTL Group TV division should be allowed to merge with German rival ProSiebenSat.1 and called for a loosening of E.U. antitrust regulations in order to better stave off intensifying competition from U.S. streaming giants. In an interview with German newspaper Frankfurter Allgemeine Sonntagszeitung published on [...]

  • Politicians and Petition Support BBC Following

    Politicians and Petition Support BBC Following Reports of Major Cuts

    A war of words around the future of the BBC continued on Monday amid reports of severe cutbacks to the U.K. public broadcaster. The Sunday Times reported over the weekend that Downing Street, the seat of the U.K. government, was planning to replace the annual BBC license fee with a subscription service; sell most of [...]

  • Sharp Objects

    Entertainment One Commits to Drama: 'Hasbro Bought the Business to Expand It'

    “Sharp Objects” and “Run” producer-distributor Entertainment One is reassuring partners of its commitment to drama following its acquisition by toy giant Hasbro. EOne has always cultivated a strong set of procedurals, such as ABC’s Nathan Fillion-starrer “The Rookie” and Fox’s Stephen Dorff-led “Deputy,” but has also gained traction with cable propositions such as HBO’s “Sharp [...]

  • United States President Barack Obama (L)

    Barack Obama on Kobe Bryant's Death: 'Nothing Is More Heartbreaking'

    President Barack Obama spoke about the heartbreaking deaths of Kobe Bryant, his daughter, Gianna, and the seven other victims of the shocking helicopter crash last month. “That loss is something that I know many are still grappling with — particularly, Kobe, because he was with his daughter and those families and those children. And those [...]

  • Kobe Bryant Dead

    How to Get Tickets to the Kobe and Gianna Bryant Memorial Service

    The Los Angeles Lakers have announced that fans that wish to attend the public memorial of Kobe and Gianna Bryant can register for tickets online beginning Friday. The memorial will take place at 10 a.m. on Feb. 24 at Los Angeles’ Staples Center. Kobe and Gianna Bryant were among the nine killed in a helicopter [...]

  • R Kelly Sexual Assult Accusations Mugshot

    R. Kelly Hit With New Charges Alleging Sexual Abuse Against a Minor

    R. Kelly has been hit with new federal charges in Chicago, alleging that he sexually abused a minor female for four years, beginning in 1997, according to the Chicago Tribune. The superseding indictment, which was made public Friday, alleged Kelly sexually abused a girl who was identified as “Minor 6.” Kelly is already in prison [...]

More From Our Brands

Access exclusive content