NEW YORK — In a move that may rewrite the playbook for distributing and promoting film-related products, retail goliath Wal-Mart Stores Inc. is assuming exclusive rights to sell toys and other gear for DreamWorks Animation SKG Inc.’s upcoming release, “How to Train Your Dragon,” at its 3,600 U.S. stores.
While it’s not uncommon for Wal-Mart to work directly with studios on product ideas and exclusive pacts, the deal is the first of its kind in that the two parties came together more than a year ago to talk about the products, package design and parallel marketing.
That will include Wal-Mart creating two commercials and placing 2,500 Viking ships in its stores, company spokeswoman Melissa O’Brien said. The film is due out March 26, but some of the products already are in stores. Andria Cheng, MarketWatch
