Rubies How to Train Your Dragon: Costumes for the third movie

Continuity of the license across all film installments

Rubies has been producing the costume line for How to Train Your Dragon since the first movie. Matching costumes were already available for the previous installments, resulting in a comprehensible, continuous development over several years. This consistency ensures that the range does not change abruptly, but grows in terms of design and content alongside the film series. This creates reliability for families: characters, basic shapes, and color schemes remain familiar, while details are adapted to the current film version. Children immediately recognize their favorite characters, and parents benefit from a clear line without constant breaks in design.

The third movie as a creative impulse

With the release of the third film in cinemas, the existing range was specifically further developed. Once again, the focus is on the central characters of the story, whose costumes are visibly based on the new film adaptation. These are not simple reissues, but rather a careful update. Colors, surfaces, and individual accents have been adapted to reflect the further development of the characters. This maintains the connection to the previous design, while at the same time making it clear that the plot and the characters have reached a new stage.

Light effects as a playful addition

A special feature of the current generation of costumes are phosphorescent elements that glow in the dark. These effects are used deliberately and are particularly visible on darker costumes. They add an extra playful dimension to the classic costume without visually distorting the character. The appeal only becomes apparent in low light, which makes the costume interesting even outside of typical occasions. Children experience their costumes not only when wearing them, but also when playing – for example, in their bedrooms or at evening parties.

Target groups and use beyond classic occasions

The costumes are clearly aimed at children, but at the same time take the adult perspective into account. Parents immediately recognize the film template and can classify the design, while children respond particularly to interactive details. Light-up elements extend the play value and make the costume more versatile. In conversation, it becomes clear that such costumes are often used as gifts, for example around a movie release or for a birthday. The connection to the film's history creates an emotional occasion that goes beyond individual seasonal dates.

Classification within the Rubies strategy

The implementation exemplifies how Rubies deals with film series. Instead of picking up individual titles at short notice, successful themes are accompanied over several years. Each new release serves as an impetus to further develop existing products and add useful additions.

• Accompanying all three movies with a consistent costume line
• Design adjustments to the respective movie phase
• Phosphorescent elements as an additional play incentive
• High recognizability of the well-known characters