Media Critique of "How to Train Your Dragon"

Some of the products from the How to Train Your Dragn Brand Universe.

The brand How to Train Your Dragon has transformed from a book series (starting in 2003 and ending in 2015) into three motion length picture films (2010, 2014, 2019), four short films, two television series, graphic novels, parade floats, video games, apps, and merchandise. Their most recent film, How to Train Your Dragon: The Hidden World, brought in around 520 million dollars since its release. Their products and content target different demographics. For instance, their show Dragons: Rescue Riders targets preschool children while Dragons: Race to the Edge targets “TV-Y7-FV” which is intended for children 7 and up, due to fantasy violence in the program. Despite these different demographics for their programming, both television programs, and two short films are available on Netflix.

Throughout Dragons: Race to the Edge, predominant values include peace, team-work, knowledge, and exploration. The main goal for the villagers of Berk, is peace. Stoick the Vast, Hiccup’s father states, “Nothing is more important than peace, peace among us, peace with our neighbors, and peace with the dragons” (Bogan, 2015). This goal drives the show, emphasizing the importance of positive social interactions and building loyal relationships. To achieve peace, Hiccup and his friends utilize teamwork, another positive social interaction. Each of Hiccup’s friends have significant attributes. For instance, Fishlegs cares about history and knowledge while Hiccup leads the pack and calls the shots. Astrid keeps Hiccup in line, while Ruffnut and Tuffnut are fearless and comedic. How these characters’ different personalities come together to solve a problem for the common good, replicate the inner workings of teamwork in real life.

Knowledge is depicted through Hiccup and Fishlegs. When there is an expedition, Hiccup bravely leads his friends into the unknown, and Fishlegs is excited about the knowledge to come. In Season 1 Episode 2, “Eye of the Beholder,” the team discovers the possibility of a new dragon and Fishlegs squeals, “Can you believe this? A brand new dragon!” (Bogan, 2015). In Season 1 Episode 3, “Imperfect Harmony,” the team excitedly chants, “Into the great beyond!” (Kim, 2015). Excited statements about discovery and learning, such as these, are repeatedly played out. The values depicted within the show teach moral and social lessons to help aid in the cognitive development of children. Additionally, the toys they sell consist of action figures that encourage imaginative play.

Since Dragons: Race to the Edge, is animated and takes place in the era of Vikings, there is no noticeable product placement for other products or companies. Rather, the Vikings and their dragons are the product placement. By making the viewer feel like they are apart of the physical and emotional journeys the Vikings and their dragons go on, a connection is formed between the viewer and the brand. This connection allows the creation of merchandise from figurines to clothing, posters, sheets, and even a Macy’s Parade float to be based around the dragons and characters.

I do not think, as a child, I would realize the characters I’ve grown to love and identify with are product placement. If I did or did not notice the product placement, I do not think it would alter my desire to buy products related to the brand I’ve immersed myself in. Throughout Dragons: Race to the Edge, distinct character traits of the Vikings appeal to Albert Bandura’s Social Cognitive Theory which states, “Children are more likely to imitate people they admire, those who are rewarded for their actions, and those similar to themselves.” The strategic tactic used by this brand, draws in vulnerable children by making emotional connections to a specific character and their traits. Similarly, in a study on children's reactions to product placement, (International Journal of Advertising, 2018) children exposed to programming with a more frequently placed Chip brand, resulted in, “...an increase in children's product choice” (Scheibe, 2018). This study leads me to believe a child watching and connecting with the How to Train Your Dragon characters across various platforms, is a strategic marketing plan aimed to increase profit on merchandise.

A screenshot of the "Meet the Dragons" tab.

A screenshot of Toothless' "Meet the Dragon" page.

This brand’s content can be found on the Dreamworks’ website, which further deepens their unconscious product placement to the viewer. Visitors to the site see all programs, and where to stream or buy them, as well as being able to, “Meet the Dragons” and “Meet the Vikings” allowing for a more in-depth look at the characters. Additionally, links to games are available for purchase or download onto ones computer. A child visiting this site can immerse themselves into the story, without realizing they are furthering their connection to the brand.

Overall, this brand is strategic in marketing their product to the consumer. The way they emotionally target a young vulnerable audience, develops lifelong bonds to the brand. Despite this almost predatory approach, the consistent messages throughout their brand focuses on morally positive lessons.

Citations

DreamWorks. (n.d.). How to Train Your Dragon: Official Site. Retrieved from https://www.dreamworks.com/how-to-train-your-dragon.

Jennings, N. A., & Mazzarella, S. R. (Eds.). (2018). 20 Questions about youth and the media. New York, NY: Peter Lang.

Naderer, B., Matthes, J., Marquart, F., & Mayrhofer, M. (2018). Children’s attitudinal and behavioral reactions to product placements: investigating the role of placement frequency, placement integration, and parental mediation. International Journal of Advertising, 37(2), 236–255. https://doi.org/10.1080/02650487.2016.1218672

Netflix. (2015). Dragons: Race to the Edge, Season 1, Episodes 2-3. Dragons: Race to the Edge.