Scholastic has been named the master publisher for DIC Entertainment's Trollz, a tween lifestyle and entertainment brand based on the classic neon-haired trolls created by Thomas Dam, founder of The Troll Company. DIC is relaunching the property with television, video, a Web presence and licensing, starting in December; it also will oversee a licensing effort based on the classic dolls.
Launched more than 50 years ago, Dam's trolls have sold close to $5 billion at retail over their lifetime, according to DIC, with peaks in popularity in the 1960s and early 1990s. Scholastic's tween- targeted Trollz titles, expected to debut in fall 2005, will include chapter books, graphic novel-style storybooks and activity books. Hasbro is the master toy licensee.