Big hair will soon make a comeback. DIC Entertainment unveiled its new Trollz line yesterday at the Licensing Show at the Javits Center in New York City. The spiky-haired Troll characters, popular in the 1960s as the original Trolls brand, are back with a new look, this time targeting girls aged six to 12.
 |
| The new Trollz |
In August, toymaker Hasbro will roll out three-inch “Trollmaker” dolls and six-inch fashion dolls with playsets. In September, Warner Home Video plans to release two movie titles based on the Trollz line, including
Trollz Volume 1: Best Friends for Life and
Trollz Volume 2: Magic of the Five. Promotions will debut with the movies’ launch, including rebate offers.
Scholastic will enter the mix in October with four Trollz books, including a chapter book, on the brand. A videogame by Ubisoft will launch in the fall.
The Trollz line has about 30 licensees in the U.S. and more than 40 licensees internationally. In the U.S., the new line will include wall calendars and party goods by American Greetings, sunglasses by Pam Oceanic Eyewear, beanbag chairs and inflatable slumber bags by Spin Master and footwear by ES Originals.
To entice the tween audience, DIC Entertainment has launched an online community for the Trollz brand at
Trollz.com. Users of the site can create their own troll online, which can interact with other trolls in the online world of Trollzopolis. In addition, consumers can earn “Trollars”— currency— “spend” online to enhance their characters. Consumers can earn Trollars by buying Trollz products in stores.
DIC is partnering with Girl Scouts of the USA to bring the online experience to others. Through the Girl Scouts’ Digital Living initiative, scouts can learn about the value of money through the Trollz Trollars while becoming further exposed to the brand.
“The Girl Scouts is very aligned with the core messages of the brand,” said Jedd Gold, VP-brand marketing and promotions for DIC. “It’s about friendship, it’s about self-expression. It’s about girls being girls. By partnering with the Girl Scouts, we are exposing…millions of little girls to the brand.”
In August, DIC Entertainment plans to launch an online contest for Girl Scouts aged five to 11 for a chance to win $250 savings bonds. As part of the contest, scouts must write an essay describing how they would spend their online Trollars in the real world. Ten winners will receive $250 bonds. The contest will run through the fall. Internet materials support.
Network
