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When DreamWorks bought the rights to Lassie in 2012, it seemed like an odd move. The fading brand didn't appear to have much clout in an era ruled by viral video sensations like Grumpy Cat, and the bucolic adventures the canine embarked on in her heyday hardly seemed primed for a reboot. But instead of films, DreamWorks is reimagining the character as a merchandising star.
The studio is preparing for a bevy of Lassie products next year with a publicity tour this summer, The New York Times reported.
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