Trolls dolls

Years after both the first and second wave of interest in the knotty little Danish troll dolls that feature placid grins and giant colored hair, DreamWorks Animation is thinking of making a movie. Created in 1959 and popularized in the ’60s, then in the ’80s, the trolls have already starred in games and a TV show aired in the ’90s.

Now the rights have been sold to DreamWorks Animation, which is turning to American Girl senior VP of marketing Shawn Dennis to spearhead the development efforts. Why this property? Two words: brand recognition. OK, two more: potential franchise.

THR reports the deal, and says that Shawn Dennies will “oversee the Troll franchise and other brands within DWA.” In a press release, Dennis — who helped make the American Girl line a giant seller — says:

Trolls is one of those rare, proven and universally adored brands. There is incredible potential here to engage kids across multiple platforms in a way that is fun, enduring and meaningful. It is truly an amazing opportunity to be able to re-launch a brand like this one.

Trolls may first come to life as a film series, or on the kids TV station that DreamWorks animation is considering launching on cable. Because why should Sony have all the fun with the Smurfs?

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