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Disney’s Toy Onslaught For Raya and The Last Dragon

It’s been a while since a Hollywood tentpole movie has inspired a major launch of new toy lines, but Disney is taking a crack at it as Raya and the Last Dragon debuts on March 5.

The COVID-19 pandemic has badly stalled releases of major films in theaters, and different studios have reacted with different strategies. Warner famously (or infamously) announced all of its films in 2021 would be made available simultaneously in theaters and on HBO Max in the United States, with the long awaited Wonder Woman 1984 premiering on both platforms late last year.

Disney has decided its first major release of the year will take a bow on Disney+, and all eyes in the toy licensing sector will be firmly on the film’s success in translating its debut on streaming TV into toy sales. The question is, will a TV-only launch create the same dynamic for kid’s loyalty to a character as we’ve seen in big screen releases? The film comes to the small screen with an impressive pedigree, produced by the same team as Moana and Frozen, the latter still remaining as one of the Top 10 global brands for children’s entertainment.

Disney is betting it will succeed, and has now announced a wide slate of new products that are even now being shipped to outlets around the world.

Disney says the film will be available on Disney+ for an extra fee, and Raya-themed products can now be seen at shopDisney.com.

Product lines include new figurines from Hasbro and Funko, soft plush toys from Just Play, building sets and figures from LEGO, some accessories like jewellery and swords from Jakks Pacific, and various toys and outfits from shopDisney.

In addition to the new products, Disney is creating some interactive experiences for the launch. Fans can visit stores.shopdisney.com/Meet_The_Charaters_From_Raya_And_The_Last_Dragon for a digital Raya experience, exploring the movie’s setting in the lands of Kumandra and discovering characters Raya will meet during her adventure. Once guests complete the adventure, they can download a free exclusive digital wallpaper.

As well, fans can learn how to draw baby Tuk Tuk from Raya and the Last Dragon with Malcon Pierce, the Head of Animation for the film,  on shopDisney.com as he teaches fans how to draw the character baby Tuk Tuk.

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