Finding the ultimate Dragon Champion

How to Train Your Dragon

Campaign Background

Charming characters, breath-taking settings and thrilling action have made How To Train Your Dragon one of the world’s most beloved franchises. The last film in the acclaimed trilogy landed in cinemas early 2019 so it was time to breath fire back into the world of Hiccup and Toothless.

We worked closely with the Universal Brands team and other partners to produce an activation which will generate and sustain buzz around the franchise and toy lines. The quest was to develop an exciting, relatable initiative that echoed the fun and adventurous tone of the franchise whilst working across multiple territories.

What We Did

Utilising our knowledge and experience of influencers and how to engage them and their audiences we produced an unmissable gameshow style event for 31 participants from across 7 EMEA territories. We were able to showcase the different dragon toys through a series of inventive games including a ball-pit treasure hunt, a water balloon challenge and of course… buckets of slime!

Attending from European countries including Germany, Italy, Netherlands and France, contestants took part in the Dragons Challenge alongside their parents proving this is a beloved franchise for the whole family. Our production team scripted, produced, directed and filmed the epic 9-day shoot, capturing over 60 hours of footage.


The influencers that rose to the Dragon Games challenge had an impressive combined following of 1.8 million people across multiple platforms. The swashbuckling content from these creators has already received over 1 million views and will soar higher through 2020 as new pieces go live every month. In addition to our valiant vloggers we also hosted TV station TOGGO, who aired the games in Germany!

The adventure isn’t over yet though as we continue to flag the Dragon flames with the development of full half hour roar-some episodes, and bags of social content, which will continue to drive awareness across multiple territories and retailers.

Take a closer look at the Campaign

Next Project

IT Chapter Two