How to Train Your Dragon Roars into Retail

Universal Products & Experiences (UP&E) heads into retail this summer, transporting fans into a world where dragons and Vikings come to life through innovative collaborations, products and immersive retail environments inspired by Universal Pictures’ stunning live-action retelling of DreamWorks Animation’s How to Train Your Dragon, arriving in theaters June 13, 2025.  

Fans can now also visit the all-new Universal Epic Universe theme park at Universal Orlando Resort to explore immersive retail and shop exclusive Dragon fashion, toys and collectibles available only inside How to Train Your Dragon – Isle of Berk, one of five new immersive worlds at the theme park.   

“As one of the most beloved franchises with cross generational appeal, the enduring legacy of How to Train Your Dragon has captivated fans across the globe,” said Rafael Macias, Global CPG Commercial Officer, Universal Products & Experiences. “With Universal Pictures’ live-action retelling, we’re excited to grow the brand, delivering new innovation that enables fans to fly and train dragons like never before and immersive retail experiences that tap into what fans love most about the franchise, the lore of Vikings and dragons.”  

With more than a decade of developing groundbreaking toys inspired by the celebrated franchise, global master toy partner Spin Master is debuting a film-inspired, innovative toy line that transport fans into the breathtaking world of Toothless and Hiccup. Featuring elements of flight, interactivity and theatrical realism, Spin Master’s line is available now at retail worldwide, with select toys available at Universal Studios Hollywood and Universal Orlando Resort.   

Additionally, Funko will super serve fans with the launch of Pop! collectibles featuring Hiccup, Astrid and Toothless, while WOW! Stuff will debut a Toothless Puppetronic by RealFX, featuring over 50 authentic sounds and lifelike interactions, including Toothless’s signature Plasma Blast of blue “flame.” Electronic partners include KidDesigns with interactive tech toys, and more.  

Insight Editions is launching a beautifully presented The Art and Making of How to Train Your Dragon book, offering a behind-the-scenes look at the creation of the Universal Pictures feature film—complete with never-before-seen concept art, exclusive interviews and gorgeous on-set photography. Simon & Schuster will launch storybooks and readers, while Disguise and Spirit Halloween will release role-play gear and costumes.  

As the film takes flight this summer, new digital experiences will invite fans to dive deeper into the world of Berk. Available exclusively on the award-winning Nex Playground motion-based console, the upcoming How to Train Your Dragon game allows players to take flight through high-speed 3D motion challenges inspired by the franchise. Using intuitive, body-driven flying mechanics, players can train and ride their favorite dragons, defending Berk from incoming threats. Featuring both single- and two-player modes, this skill-based adventure ensures family-friendly competition and excitement.  

The hit mobile game Dragons: Rise of Berk has soared to the top of app store charts with over 80 million downloads in more than 85 countries. Players can rescue, hatch and train over 700 dragons, including Toothless and Stormfly, while joining Hiccup and the gang in a vast Viking world. As they protect Berk from mysterious strangers threatening the peace, fans can explore unique islands, complete missions with beloved characters and compete in thrilling Brawl and Gauntlet challenges. With stunning 3D visuals and immersive audio, players can experience the ultimate dragon-training adventure. 

The immersive 8-ball mobile pool game Pool Masters will also launch a limited-time How to Train Your Dragon integration, introducing five exquisitely crafted cues inspired by fan-favorite characters, including Toothless, Stormfly, Hookfang, Meatlug and Terrible Terror. These cues bring new layers of depth, strategy and fantasy to the game.   

Fans can step directly into the world of Berk in How to Train Your Dragon – Isle of Berk at Universal Epic Universe, which officially opens today, May 22, at Universal Orlando Resort. Universal Epic Universe is the destination’s fourth theme park and presents a level of immersion and innovation that is unmatched across five imaginative worlds – each home to groundbreaking attractions, breathtaking entertainment, incredibly themed dining and shopping, and so much more. 

Guests can immerse themselves in all the Viking vibes with a vast selection of merchandise, including apparel and collectibles inspired by the beloved characters, attractions and more.

Signature items found throughout the world and at the Toothless’ Treasures retail location include blind-box collectible dragon toys, apparel and plush inspired by the larger-than-life dragons in Berk; a cute crossbody egg carrier that holds a plush dragon; and a Toothless collection featuring a popcorn bucket, zip-up jacket, wings, masks, plush headbands and more. 

Aspiring Vikings can gear up at Viking Traders with cosplay helmets, masks, shirts, shields and swords. Rustic swag fit for seasoned dragon trainers can also be found at Hiccup’s Work Shop.  

At How to Treat Your Dragon, guests can satisfy their sweet tooth with themed treats such as mystery chocolate dragon eggs, featuring trading cards in dragon house-themed packaging, and sheep marshmallows, perfect for the most honorable Viking chiefs.