Lutz Muller, CEO of Klosters Trading Corp., sits down with Canada’s Business News Network to talk about Iron Man 2, Avatar, Toy Story 3, and Spin Master’s deal with Walmart for How to Train Your Dragon.

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After taking a few pictures… trying to hear what actress America Ferrera (Ugly Betty and the voice of Astrid) was saying to the cameras, I had the pleasure of spending a few minutes with Walmart’s SVP and General Manager of Entertainment, Gary Severson.

So how does America’s giant retailer decide when and how much muscle to put behind a new movie launch/property, well, Gary gave me some insight.

There are a lot of great movies that come out every year, but not all translate into merchandise, specifically toys, very well. But the How to Train Your Dragon property has such appeal, especially to boys, that it was clear that this was something to look at. Dragons are a terrific play pattern, and there is a demand for this type of product. Compound this with the studio behind the movie, DreamWorks, and the first toy partner to see the potential—Spin Master—well Walmart knew that this could be something big.

This great partnership launches today in Walmarts around the country and in theaters this Friday. Will your kids love this movie? …the answer is yes! They will love the story about Hiccup, a Viking teenager who just doesn’t fit in and the dragon that challenges him and his fellow Vikings to look at the world differently. And, they will love the array of products that will be available at Walmart exclusively, such as toys (helmets and swords of course… made of foam), snacks, apparel, and other products to keep the story alive. We’ll see the DVDs later in the year so be ready to add it to your holiday list!

–Laurie

DreamWorks Animation SKG, Inc. will port in Walmart stores nationwide as the two unveil an exclusive program for the studio’s feature film, How to Train Your Dragon, in theaters on March 26.

More than 2,500 Viking ships will sail into the stores, including one in the How to Train Your Dragon designated area in stores. The area will featuring more than 100 Dragon items for purchase, including licensed products from manufacturers such as Spin Master, Kraft, Kellogg, and Pepsi. The products will include dragon and Viking-themed toys such as foam swords and helmets, apparel, skateboards, hooded towels, sunglasses, and snacks. Walmart has also developed a How to Train Your Dragon activity book that will be found in Happy Meals at 1,000 McDonald’s locations in Walmart stores.

Today, to kick off the program, Walmart and DreamWorks Animation will dock a 40-foot Viking ship in the center of Times Square as part of a two-day event for fans. The event will include a special appearance by America Ferrera (Ugly Betty), who voices Astrid, a girl Viking, in the movie, plus giveaways of the new products and movie previews.

Walmart’s How to Train Your Dragon website, which will feature a Dragon-themed map game, will go live on April 1.

DreamWorks Animation SKG, Inc. and Walmart have announced the first of many elements to come from Walmart’s involvement with the studio on its upcoming feature film, How to Train Your Dragon, due in theaters March 26. The toy line, created by Spin Master Ltd., will be available at Walmart stores March 1, and will include action figures and dragons, Viking play sets, roaring plush dragons, flying dragon toys, and role-play toys based on the animated film. The toys will be geared to boys ages 5-8 and will range from $5 to $30.

Set in the mythical world of burly Vikings and wild dragons, and based on the book by Cressida Cowell, How to Train Your Dragon tells the story of Hiccup, a Viking teenager who doesn’t fit in with his tribe’s longstanding tradition of heroic dragon slayers. Hiccup’s world is turned upside down when he encounters a dragon that challenges him and his fellow Vikings to see the world from an entirely different point of view.