Universal Expanded Dragon Fest Campaign Across EMEA
The studio launched new retail partnerships to support the franchise ahead of its upcoming theatrical sequel.
Updated on Oct. 8, 2026 in Action/Adventure
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Universal has launched an expansive Dragon Fest promotional campaign across Europe, the Middle East, and Africa. This initiative includes retail takeovers and exclusive in-store events facilitated by partners like The Entertainer and JouéClub.
Why it matters
The campaign aims to maintain fan engagement for the franchise as the studio prepares for the theatrical release of the live-action sequel. It capitalizes on the momentum of existing toys, publishing, gaming, and theme park assets.
The franchise has seen significant commercial success, with the first live-action film generating over $636 million in worldwide earnings.
The players
Universal
Universal is a major global film studio and media corporation known for its production of blockbuster feature films and the development of immersive theme park attractions.
The Entertainer
The Entertainer is a leading British toy retailer that operates numerous physical store locations across the United Kingdom and Ireland.
JouéClub
JouéClub is a prominent French toy retail cooperative that manages a vast network of stores throughout France.
Dean DeBlois
Dean DeBlois is a director and writer who served as the creative lead for the first live-action film in the How to Train Your Dragon series.
The details
The campaign features Viking-themed travel packages for fans and exclusive product lines through major regional retailers. These promotional activities support the broader ecosystem of the How to Train Your Dragon franchise, which spans theme park attractions, gaming, and publishing.
Timeline
The promotional tour across European markets is set for autumn and winter 2026.
The Isle of Berk will receive its first holiday seasonal overlay in 2026.
The theatrical release of How to Train Your Dragon 2 is scheduled for June 11, 2027.
Industry Dynamics
This promotional expansion follows the operational model established by the How to Train Your Dragon - Isle of Berk theme park attraction. The move reflects a broader studio strategy to integrate cross-platform marketing across retail, gaming, and live entertainment.
Fans in Europe, the Middle East, and Africa can participate in local retail events and enter competitions for themed travel packages. These activations provide direct consumer access to exclusive merchandise and brand-related experiences ahead of the 2027 film release.
The takeaway
The studio is leveraging deep retail partnerships to maintain brand visibility throughout the long development cycle between film releases. Fans should look for in-store activations at major toy retailers to access exclusive merchandise before the 2027 theatrical debut.
Further reading
Discover more about the latest developments in the genre at the Action/Adventure section.
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