19 Mar 2010 —  Walmart Announces Extensive “How to Train Your Dragon” Promotions

Working with DreamWorks Animation, Walmart is launching a comprehensive “retail-tainment” program for the new film, “How to Train Your Dragon.” The promotions include:

• “Viking Ships” featured in designated areas of 2,500 stores nationwide.
• Selling over 100 specially designed promotional merchandise, including snacks, toys, clothing, and accessories.
• Placing a 40-foot “Viking Ship” in New York City’s Times Square for a two-day event, March 22 to March 23, 2010. This event includes an appearance by the film’s actress America Ferrera.
• Giving “How to Train Your Dragon” activities book in McDonald’s Happy Meals at 1,000 in-store restaurant locations.
• Promoting the film through Walmart’s mass media and online advertising, as well as a “How to Train Your Dragon” website. This site goes live April 1, 2010, and it is to feature a Dragon-themed map game.