Dreamworks announced its slate of licensees for Kung Fu Panda 2 this morning, headlined by an unusual partnership with House Foods America for branded tofu. There’s even a website featuring Po to preach the benefits of the product.

We’re pro-Po and pro-tofu, and we’re happy to see characters expanding further into healthy food licensing. If that’s where the money is, it’s good for everybody.

—Bryan Joiner

Fisher-Price will debut the first of its new toy collections for Kung Fu Panda 2 and The Penguins of Madagascar at Toy Fair 2011. The additional DreamWorks Animation properties under the licensing relationship include Puss In Boots, The Croods, Madagascar 3 and Legend of the Guardians and Kung Fu Panda: Legends of Awesomeness.

MTV Networks International, owned by Viacom, Inc., has signed agreements with multiple international broadcast partners across Asia-Pacific, Europe, and Latin America, to air its CG-animated Nickelodeon comedy series, The Penguins of Madagascar, from Nickelodeon and DreamWorks Animation SKG, Inc.

Recently launched for international syndication, The Penguins of Madagascar is based on the penguins from DreamWorks Animation’s feature films, Madagascar and Madagascar: Escape 2 Africa.

More than 40 program sales deals have been closed in all major markets including China, Brasil, France, Italy, Hong Kong, Mexico, and the UK.

— Jennifer Sinclair

Check it out this weekend, and check out your local Walmart for an awesome in-store display, with everything from dragon-hooded pajamas to red-dragon-fire-stuffed Oreos to help you bring the awesomeness of the film home with you.

This morning, instead of going directly to my office, I made a stop in Times Square, which was overrun by Vikings… could be a little scary… but they were all smiling, taking pictures and generally enjoying the fact that their big Viking Boat (40 ft) was grounded in the heart of NYC. (Since I’m a native New Yorker, I have to say it was grounded in the heart of America).

After taking a few pictures… trying to hear what actress America Ferrera (Ugly Betty and the voice of Astrid) was saying to the cameras, I had the pleasure of spending a few minutes with Walmart’s SVP and General Manager of Entertainment, Gary Severson.

So how does America’s giant retailer decide when and how much muscle to put behind a new movie launch/property, well, Gary gave me some insight.

There are a lot of great movies that come out every year, but not all translate into merchandise, specifically toys, very well. But the How to Train Your Dragon property has such appeal, especially to boys, that it was clear that this was something to look at. Dragons are a terrific play pattern, and there is a demand for this type of product. Compound this with the studio behind the movie, DreamWorks, and the first toy partner to see the potential—Spin Master—well Walmart knew that this could be something big.

This great partnership launches today in Walmarts around the country and in theaters this Friday. Will your kids love this movie? …the answer is yes! They will love the story about Hiccup, a Viking teenager who just doesn’t fit in and the dragon that challenges him and his fellow Vikings to look at the world differently. And, they will love the array of products that will be available at Walmart exclusively, such as toys (helmets and swords of course… made of foam), snacks, apparel, and other products to keep the story alive. We’ll see the DVDs later in the year so be ready to add it to your holiday list.

Next week, on Monday and Tuesday, March 22 and 23, a 40-foot Viking ship will “dock” in Times Square, at 7^th Avenue between 46^th & 47^th Street.

During the event, Vikings will entertain the audience in Times Square with a variety of activities and games while giving away a “boatload” of new How to Train Your Dragon products from Walmart and tickets to How to Train Your Dragon movie screenings. Scenes from the movie will also be broadcasted around the ship.

The event will run from 7 am to 5 pm both days, and America Ferrera, the voice of female Viking Astrid in the film, will be on board the giant ship Tuesday morning beginning at 8am to speak about her role in the film. Walmart and DreamWorks executives will also be available for interviews.

To hold you over until Monday, here’s the trailer:

Disney, Starz extend film licensing deal [SF Gate]
Disney makes pay cable deals at Starz and Showtime [LA Times]

The first major announcement is the launch of a new licensed toy line for the film. The toy line, created by Spin Master, will be available at Wal-Mart stores everywhere on March 1, and will feature a collection of action figures and dragons, Viking play sets, and role play toys based on the new animated film.

Set in the mythical world of burly Vikings and wild dragons, and based on the book by Cressida Cowell, How to Train Your Dragon tells the story of Hiccup, a Viking teenager who doesn’t exactly fit in with his tribe’s long-standing tradition of heroic dragon slayers. Hiccup’s world is turned upside down when he encounters a dragon that challenges him and his fellow Vikings to see the world from an entirely different point of view.