DreamWorks and Wal-Mart Partner For Dragon

The Wall Street Journal reports that Wal-Mart will be the exclusive retailer for merchandise related to the DreamWorks feature How To Train Your Dragon. According to the paper, 95% of the products tied in to the movie will be available only at Wal-Mart, including “apparel and toys to custom-made Oreos with a red filling, to symbolize the fiery exhalations of the titular creatures.” The video on the WSJ website has more details about the extent of the deal, and mentions that Wal-Mart is the film’s master toy licensee and was involved in product and package design.