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DreamWorks, Walmart set sail with "Dragon" partnership

Dragon display area

It’s not everyday a Viking ship lands in the middle of New York City’s busiest neighborhood, so more than a few heads turned to check out the 40-foot vessel promoting DreamWorks Animation’s How to Train Your Dragon.

The ship, which was flanked by folks dressed in full Viking gear, was stationed at Duffy Square in Times Square on March 22 and March 23 to showcase the film as well as its unique merchandising partnership with Walmart. The Viking ship was the first of more than 2,500 that will be arriving in Walmart stores.

Passersby could view clips from the film on screens located around the ship, take pictures with the Vikings and engage in such games as “Test Your Viking Strength.” They could also pick up some free samples of How To Train Your Dragon products.

Merchandise displays were located around the ship to further promote the products that will be available in Walmart stores.

According to a Walmart press release, the retailer's partnership with DreamWorks began more than a year ago. Through this collaboration, Walmart was able to work with such big-name manufacturers as Kraft, Kellogg and Pepsi to create custom How to Train Your Dragon branded products to be sold exclusively at Walmart.