DreamWorks Markets Lassie as Merchandising Star

Studio bought Lassie in 2012, now seeks to capitalize on recognizable brand

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.

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