How to Train Your Dragon Merchandise: A Collector's Journey Through Viking-Sized Treasures
I still remember walking into Target back in 2010 and seeing that first Toothless plush staring at me from the toy aisle. Something about those big green eyes and that gummy smile just grabbed me, and before I knew it, I was diving headfirst into a world of dragon-themed collectibles that would eventually take over an embarrassing amount of shelf space in my home.
The merchandising empire that sprouted from DreamWorks' How to Train Your Dragon franchise tells a fascinating story about how animated films can transcend the screen and become tangible parts of our lives. What started as a relatively modest line of toys has evolved into an intricate ecosystem of products that spans everything from high-end collectibles to everyday household items.
The Evolution of Dragon Training (Through Stuff)
When the first film dropped in 2010, the merchandise was pretty standard fare – action figures, plushies, and the obligatory McDonald's Happy Meal toys. But something interesting happened. Unlike many animated properties that see their merchandise peak and quickly fade, HTTYD products maintained a steady presence on shelves. The toys weren't just movie tie-ins; they became playthings that kids actually wanted months and years after seeing the film.
DreamWorks and their licensing partners seemed to understand early on that they had something special. The designs of the dragons, particularly Toothless, had this perfect balance of fierce and adorable that translated beautifully into physical products. I've watched kids in toy stores gravitate toward Toothless toys with the same magnetic pull I felt that first time.
The real explosion came with the sequels and the Netflix series. Suddenly, we weren't just dealing with movie merchandise anymore – we had an entire expanded universe of dragons, riders, and Vikings to immortalize in plastic, plush, and polyresin.
Beyond the Toy Aisle
Here's where things get interesting for adult collectors like myself. While the franchise certainly caters to its young audience, there's been a deliberate cultivation of products aimed at older fans. Sideshow Collectibles released a Toothless statue that'll set you back several hundred dollars but captures every scale and expression with museum-quality detail. It's sitting on my bookshelf right now, and yes, I had to explain to my partner why a dragon statue cost more than our monthly grocery bill.
The variety is genuinely staggering. Walk through any major retailer, and you'll find HTTYD products scattered across multiple departments. There are the obvious ones – toys, books, video games – but then you stumble across Toothless slippers in the clothing section, dragon-themed bedding in home goods, and even Night Fury car decals in automotive. My personal favorite discovery was a Toothless waffle maker. Because apparently, nothing says "breakfast of Vikings" like dragon-shaped waffles.
The Plush Problem (It's Not Really a Problem)
Let me talk about plushies for a moment, because if there's one category where HTTYD merchandise truly excels, it's in the soft and cuddly department. Build-A-Bear Workshop has created multiple versions of Toothless over the years, each with different features and accessories. The standard retail plushies range from tiny keychain-sized versions to massive floor cushions that double as furniture.
What makes these plushies special isn't just their accuracy to the film designs – though that's certainly part of it. It's the way they capture the personality of the characters. A good Toothless plush has that slightly mischievous expression, the wings that actually feel right when you spread them out, and that distinctive tail fin that every fan immediately recognizes.
I've noticed something peculiar at conventions and fan gatherings: adult fans carrying Toothless plushies without a hint of self-consciousness. There's something about these dragons that breaks down the usual age barriers we associate with stuffed animals.
The Collector's Dilemma
For serious collectors, HTTYD merchandise presents some unique challenges. The sheer volume of products released across different regions means completionism is basically impossible unless you're willing to dedicate a room (and a significant chunk of your income) to the pursuit.
Japanese releases, in particular, tend to be highly sought after. Companies like Banpresto and Good Smile have produced figures and merchandise that never see Western release, creating a thriving import market. I've spent more hours than I care to admit browsing AmiAmi and Mandarake, hunting for exclusive variants and limited editions.
Then there's the secondary market situation. Early merchandise from the first film, especially store exclusives and limited runs, can command surprising prices. That Target-exclusive Toothless I mentioned at the beginning? If you can find one mint in box, you're looking at prices that would make your eyes water.
Practical Dragons
One trend I've noticed and appreciated is the move toward functional merchandise. Sure, decorative figures are great, but there's something satisfying about HTTYD products you can actually use. Backpacks designed to look like dragon wings, Toothless hoodies with built-in wing flaps, water bottles shaped like dragon eggs – these items let fans incorporate their love for the franchise into daily life without looking like they raided a toy store.
The apparel, in particular, has gotten surprisingly sophisticated. Hot Topic and BoxLunch regularly stock HTTYD clothing that manages to be both clearly fan merchandise and genuinely wearable fashion. I own a subtle Toothless-scale pattern shirt that most people just think is an interesting textured design until they look closer.
The Digital Dragon Hoard
We can't talk about HTTYD merchandise without acknowledging the digital side of things. The mobile games, while varying wildly in quality, have introduced their own form of "merchandise" through in-game collectibles and dragons. School of Dragons and Dragons: Rise of Berk have created entire economies around virtual dragon collecting.
What's fascinating is how these digital collections have started to influence physical merchandise. Dragons that first appeared in games have later been produced as toys, creating this interesting feedback loop between virtual and physical collecting.
Quality Variance and Buyer Beware
Not all HTTYD merchandise is created equal, and I've learned this the hard way. The officially licensed products generally maintain a decent quality standard, but the sheer popularity of the franchise has led to a flood of knockoffs and "inspired by" products of dubious quality.
I once ordered what was advertised as a "life-size" Toothless plush from an unfamiliar online retailer. What arrived looked more like Toothless's distant cousin who'd been through a particularly rough molting season. The proportions were off, the materials felt cheap, and the expression was more "constipated" than "adorable." It became a running joke in my household, but it taught me to stick with reputable retailers and official merchandise.
The Community Aspect
One unexpected joy of collecting HTTYD merchandise has been the community it's connected me with. Online forums, Facebook groups, and Discord servers dedicated to HTTYD collecting are surprisingly active and welcoming. Members share store finds, trade duplicates, and alert each other to new releases and sales.
There's a particular thrill in the "look what I found!" posts that pop up regularly. Someone discovers old stock at a rural Walmart, or finds a rare item at a thrift store, and the entire community celebrates with them. It's turned what could be a solitary hobby into something social and connected.
Looking Forward
As I write this, the franchise seems to be in a transitional period. The main film trilogy has concluded, but there are rumblings of new projects on the horizon. For merchandise collectors, this creates an interesting situation. Current products are starting to feel like they might become "vintage" sooner rather than later, but there's also anticipation for what new merchandise might come with future installments.
The recent announcement of a live-action adaptation has collectors speculating about what that might mean for merchandise. Will we see a completely new aesthetic for products? Will realistic dragon figures replace the stylized animated versions we've grown to love? Only time will tell, but I'm already clearing shelf space just in case.
Personal Reflections on Dragon Hoarding
After years of collecting HTTYD merchandise, I've come to realize it's about more than just accumulating stuff. Each piece in my collection represents a moment – the excitement of finding something new, the satisfaction of completing a set, the joy of sharing a new acquisition with fellow fans.
There's also something to be said for the way this merchandise keeps the magic of the films alive between viewings. When I'm having a rough day, glancing at my Toothless figure on my desk provides a little hit of that wonder and adventure the films capture so well. It's a tangible connection to a story about friendship, growth, and the power of understanding those who are different from us.
Sure, some might say I have too much dragon stuff. They're probably right. But when I see the way visitors' faces light up when they spot my collection, or how kids immediately gravitate toward the plushies, I'm reminded that these aren't just products – they're vessels for joy and imagination.
The world of How to Train Your Dragon merchandise is vast, varied, and occasionally overwhelming. From high-end collectibles to everyday items, from digital dragons to handcrafted fan art, there's something for every type of fan and collector. Whether you're just starting your collection with a single Toothless keychain or you're a seasoned collector hunting for that elusive exclusive, remember that the real treasure isn't the merchandise itself – it's the memories and connections these pieces help us create and maintain.
Now if you'll excuse me, I just got an alert that a new Toothless variant was spotted at Target, and I need to go "just look." We all know how that ends.
Authoritative Sources:
DreamWorks Animation. The Art of How to Train Your Dragon. Newmarket Press, 2010.
Miller-Zarneke, Tracey. The Art of How to Train Your Dragon 2. Newmarket Press, 2014.
Miller-Zarneke, Tracey. The Art of How to Train Your Dragon: The Hidden World. Dark Horse Books, 2019.
Cowell, Cressida. How to Train Your Dragon (Book Series). Little, Brown Books for Young Readers, 2003-2015.