Universal Products & Experiences Italy presents initiatives and products related to the release of Gabby’s Dollhouse: The Movie, based on the popular animated series.
Universal Products & Experiences Italy supports the release of “Gabby’s Dollhouse: The Movie,” produced by DreamWorks Animation and distributed by Universal Pictures International, with an integrated campaign that combines cinema, retail, and consumer products. Released in Italian theaters on September 25, the film has surpassed €1.5 million at the domestic box office, while globally it has grossed over $8 million (source: Comscore Movies) and has reached more than $62 million since its release (Box Office Mojo).
Licensing and Retail at the Core of the Strategy
The brand’s promotion, developed in collaboration with PRG Group, activated a European network of retail partnerships, with initiatives in Italy (Toys Center and FAO Schwarz), France (King Jouet), Spain, and Portugal (Toys “R” Us).
In Italy, the synergy between Universal, Toys Center, and The Space Cinema led to a cross-channel campaign combining in-store promotion and on-field experiences.
At The Space cinemas in Rome and the Veneto region, the Gabby Playgrounds created immersive play areas where children could interact with products from major licensees, including Spin Master, Lego, Lisciani, and Panini.
New Product Lines and Collaborations
The film’s launch coincides with a renewal of the brand’s licensing portfolio:
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Spin Master, the global master toy partner with nearly 4 million playsets sold, is introducing a new collection inspired by the movie, featuring an interactive Dollhouse, deluxe playsets, and a musical mermaid doll.
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Lego expands its offering with two new sets inspired by the film’s settings.
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Lisciani, Clementoni, and Crayola enrich the edutainment segment with interactive and creative games.
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In fashion, Prénatal presents a dedicated capsule collection, while Tezenis launches a children’s sleepwear line supported by social media content.
A Brand in Continuous Growth
With over 12 seasons and a steadily growing digital community, Gabby’s Dollhouse confirms its position as the No. 1 preschool brand in Italy in 2024 and Q1 2025 (source: Circana).
The release of the film and the new licensing plan further strengthen the brand’s presence in the family entertainment segment, reinforcing DreamWorks and Universal’s positioning in the preschool market.
