Beyond the Big Screen: How ‘How to Train Your Dragon’ is Fueling a Franchise Renaissance
The enduring appeal of dragons isn’t just a childhood fantasy; it’s a proven entertainment powerhouse. While a live-action How to Train Your Dragon film is set to soar into theaters on June 13th, the story’s resurgence isn’t limited to a single remake. It’s a multi-faceted phenomenon, driven by a dedicated fanbase, a wealth of source material, and a savvy strategy of expanding the universe across multiple platforms – a blueprint other franchises would be wise to study.
From Page to Screen and Beyond: The Power of Expanded Universes
Many fans discovering the upcoming live-action adaptation may not realize the story began with Cressida Cowell’s 2003 novel series. These 12 books offer a significantly richer narrative than even the beloved animated trilogy, and represent a smart entry point for those wanting a deeper dive. Currently, The Complete Book Collection is available on Amazon for $59.69, a substantial discount from its usual price. But the books are just the beginning.
Dreamworks’ success with How to Train Your Dragon isn’t accidental. It’s a masterclass in franchise building. The studio didn’t simply create a film; they cultivated a world. This world expanded beyond the initial trilogy into animated series like “Dreamworks Dragons” (available on Peacock), spin-offs like “Rescue Riders” (Netflix) and “The Nine Realms” (Hulu), and even direct-to-DVD movies. This continuous stream of content keeps the franchise top-of-mind and caters to different consumption preferences.
The Merchandising Dragon: Capitalizing on Fan Engagement
A thriving franchise needs more than just compelling stories; it needs tangible connections for fans. The How to Train Your Dragon universe understands this perfectly. Beyond the films and series, a robust merchandising ecosystem exists. 4K Blu-ray collections (with bonus content and even TV specials in the “Ultimate Collection”) offer a premium home viewing experience. Deals are currently available on Amazon for the original trilogy: How to Train Your Dragon ($18.25), How to Train Your Dragon 2 ($15), and How to Train Your Dragon 3: The Hidden World ($15).
The recent announcement of a new Lego Toothless set, available for preorder, is a particularly astute move. Lego consistently demonstrates the power of building toys to extend a franchise’s lifespan and appeal to a wider demographic. This isn’t just about selling plastic bricks; it’s about fostering creativity and allowing fans to actively participate in the world of Berk and its dragons. The set, launching July 1, is a 784-piece model with movable parts and accessories, offering a compelling collectible for fans of all ages.
The Rise of Companion Content: Deepening the Lore
Smart franchises recognize the value of catering to “superfans” – those who crave deeper knowledge and immersion. How to Train Your Dragon: The Complete Book of Dragons ($18 on Amazon) exemplifies this strategy. This companion guidebook doesn’t just rehash existing information; it expands the lore with new dragon species and stunning illustrations. It’s a testament to the franchise’s commitment to world-building and provides a valuable resource for dedicated fans.
What’s Next? The Future of Franchise Expansion
The success of How to Train Your Dragon points to several key trends in modern franchise management. First, the importance of a strong source material cannot be overstated. The books provide a foundation for endless storytelling possibilities. Second, diversification is crucial. Expanding beyond the core medium (in this case, film) into television, streaming, and merchandise creates multiple revenue streams and strengthens fan engagement. Finally, catering to different levels of fandom – from casual viewers to dedicated collectors – is essential for long-term sustainability.
Looking ahead, we can expect to see more franchises adopting this multi-platform approach. The lines between film, television, gaming, and merchandise will continue to blur, creating immersive experiences that keep fans invested for years to come. The How to Train Your Dragon universe isn’t just a story about Vikings and dragons; it’s a case study in how to build a lasting entertainment empire. What other beloved franchises are poised to follow this blueprint and unlock their full potential?
