There are some friendships that are simply unforgettable.
Friendships that begin in the most unexpected ways, challenge everything we thought we knew and ultimately remind us that even the most unlikely companions can change our lives forever.
And when it comes to extraordinary friendships in animation, there are few quite as memorable as the bond between a young Viking named Hiccup and a rather adorable Night Fury named Toothless.
What began as an unlikely friendship between a boy and a dragon has grown into one of DreamWorks’ most beloved franchises, captivating audiences through animated adventures, television series, books and, most recently, an entirely new live-action interpretation.
And while Hiccup and Toothless have certainly traveled far beyond the shores of Berk over the years, their adventures are showing no signs of slowing down.
In fact, it’s time for another celebration!
Universal Pictures is expanding its “How to Train Your Dragon” Dragon Fest celebration across Europe, the Middle East and Africa, bringing new retail experiences, merchandise and special promotions to fans throughout fall and winter 2026.
The initiative follows the success of the 2025 live-action adaptation of “How to Train Your Dragon,” which earned approximately $636 million at the worldwide box office and introduced the beloved story to another generation of moviegoers.
And with the live-action sequel preparing to arrive in theaters in June 2027, there’s certainly plenty of excitement surrounding the franchise’s future.
Originally introduced in Northern Europe in 2025, Dragon Fest is now expanding into additional markets, inviting families and longtime fans to celebrate their favorite dragons through a collection of retail activities and experiences.
The program will feature special promotions, in-store activations, merchandise and prize opportunities inspired by the imaginative world of Berk.
In the United Kingdom and Ireland, toy retailer The Entertainer will serve as a key partner for the celebration, while JouéClub will bring Dragon Fest to families in France.
Additional retailers across Germany will also participate, creating more opportunities for fans to discover products and experiences inspired by the franchise.
And considering the adventurous spirit of “How to Train Your Dragon,” it seems only fitting that some of the prizes will take the celebration beyond the stores themselves.
Among the planned promotional offerings are Viking-inspired trips across Europe, giving lucky participants an opportunity to experience destinations that evoke the adventurous world of Hiccup and his fellow Vikings.
Of course, for many younger fans, the opportunity to bring a little piece of Berk home may be just as exciting.
Spin Master will continue serving as the franchise’s master toy partner, developing a collection of action figures, playsets, vehicles and plush inspired by the world of “How to Train Your Dragon.”
And let’s be fair. There’s something particularly irresistible about the idea of having your very own Toothless plush.
The franchise’s merchandise offerings also extend beyond traditional toys, with apparel, lifestyle products and collectibles continuing to grow as part of Universal’s plans for the property.
It’s an expansion that reflects the remarkable appeal “How to Train Your Dragon” has developed across generations.
For children discovering Hiccup and Toothless for the first time, the characters offer an exciting introduction to a world filled with incredible creatures, daring adventures and important lessons about friendship.
Meanwhile, for audiences who grew up alongside the original animated films, the franchise has become a nostalgic favorite that continues finding new ways to tell its stories.
And there’s another rather exciting destination preparing to join the festivities.
Over at Universal Epic Universe, the “How to Train Your Dragon – Isle of Berk” themed land will be celebrating the 2026 seasonal period with a special Snoggletog overlay.
For those familiar with the franchise, Snoggletog is the Viking celebration that brings its own charming traditions to the world of Berk.
And now, visitors to Universal Epic Universe will have an opportunity to experience a little of that seasonal magic themselves.
The limited-time celebration will feature themed food, beverages and special merchandise, including products from brands such as Squishmallows and Loungefly.
It’s another way for families to step into the world of their favorite dragons, extending the experience beyond the screen and into a place where Berk’s imaginative setting can be explored firsthand.
And for fans who prefer their adventures to unfold through a controller or keyboard, the franchise is continuing to maintain a presence in digital gaming experiences, including Roblox and Minecraft.
Between toys, themed experiences, games and the upcoming theatrical sequel, Universal is clearly looking toward a future where “How to Train Your Dragon” remains a year-round destination for fans rather than a franchise that only returns when a new movie arrives.
It’s an interesting approach, particularly as entertainment companies continue finding new ways to connect their beloved characters with audiences beyond traditional film and television releases.
And for a property like “How to Train Your Dragon,” which has always encouraged audiences to imagine what might exist beyond the familiar world, that expansion feels rather appropriate.
After all, the franchise has never simply been about dragons.
At its heart, it’s a story about understanding those who are different from us, finding courage when we need it most and discovering that friendship can change the way we see the world.
Those are themes that helped make the original DreamWorks Animation films so memorable, and they continue to resonate as the franchise introduces its characters to new audiences.
With Dragon Fest expanding across EMEA throughout fall and winter 2026, fans will have additional opportunities to celebrate those adventures through special retail experiences and merchandise.
Meanwhile, the next live-action chapter of “How to Train Your Dragon” is scheduled to arrive in theaters in June 2027, continuing the story under director Dean DeBlois, who also helmed the original animated film trilogy and the 2025 live-action adaptation.
And as Universal continues building the franchise’s presence across entertainment, gaming, retail and theme parks, there’s little doubt that Hiccup and Toothless still have plenty of adventures waiting ahead.
Because some friendships are simply too extraordinary to leave behind.
And when your best friend happens to be a dragon, the possibilities are practically endless.
So saddle up, dragon riders.
Berk is calling, and another adventure is preparing to take flight!