As part of a new agreement, Super RTL has secured the German merchandising rights to franchise blockbusters such as Shrek and How to Train Your Dragon as well as many other TV series and films. Super RTL Managing Director Claude Schmit says: “With DreamWorks Animation, we have acquired the merchandising rights to properties from a world-renowned portfolio with immense market potential. We are thrilled to be able to expand our strategic cooperation into the area of licensing. This alliance will also create new opportunities for our business partners in the licensing area and significantly enhance the awareness of Super RTL offerings among kids.”
The steady new development of high-quality content and the long-term relationship of both companies look to form a foundation for sustainable success. The DreamWorks brand enjoys immense popularity in the region, which Super RTL will aim to translate into the world of children’s toys and products, in conjunction with its retail partners.
DreamWorks Animation’s Head of International Consumer Products Jonathan Baker says: “We have started a fantastic relationship with Super RTL and look forward to continued success as they help drive merchandising for our franchises in the market. We are confident that Super RTL will set the tone for our international strategy as we expand our global footprint as a branded entertainment company.”
As the biggest independent animation studio in the world, DreamWorks Animation continues to grow its global presence in the consumer products arena. By creating franchises that translate from theatre to other forms of media and entertainment, the California-based company has demonstrated a successful growth strategy that is highlighted in the studio’s How to Train Your Dragon franchise with the successful series spin-off Dragons: Riders of Berk.
As the first television series out of the programme output deal, Dragons – Riders of Berk celebrated an excellent autumn premiere and went on to enjoy the best series start in over five years. The second season of this series is already scheduled to be broadcast on Super RTL this year and together with the second feature film, How to Train Your Dragon 2, scheduled for summer, is setting the stage for a broader product launch in autumn.
