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DreamWorks Really Gets Into Trolls

First a 'toon, now it's buying the brand

Here’s some news that makes us wonder whether Jeffrey Katzenberg or someone else at DreamWorks Animation has become a feverish troll doll collector. Because, not content with buying the rights to make a film out of the creepy plastic toys, the company is now going all Verruca Salt and snapping up the brand.

DreamWorks put a Troll film into development in 2010, but apparently thinks that it’s enough of a worldwide brand to be worth grabbing up. American Girl executive Shawn Dennis will be overseeing it for the studio, where she’ll help it put out toys, books, games and other licenced merchandise.

“Trolls is a brand with over fifty years of deep heritage and we are thrilled to bring this iconic, multi-generational property to DreamWorks Animation,” says chief operating officer Ann Daly in a statement picked up by Variety. “We have big plans for this franchise and Shawn Dennis is uniquely suited to lead this charge. She helped grow the American Girl brand into a household name and by bringing this expertise to Trolls she will introduce these characters to legions of new fans around the world.”

As for the animated film, no dates have been announced yet, but this points to big plans afoot. Everybody cheer! Or not. Your call.

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