DreamWorks Animation has picked its next franchise, and it’s a familiar toy from the 1960s. Bloomberg reports that the media company will focus on fuzzy-headed Troll dolls.

CEO Jeffrey Katzenberg is buying the rights to the characters and stories to create television shows, films and merchandise, the piece notes.

"Trolls is a brand with over 50 years of deep heritage and we are thrilled to bring this iconic, multi-generational property to DreamWorks Animation,” said COO Ann Daly in a statement.

DreamWorks Animation will become the worldwide licensor for Trolls merchandise, except in Scandinavia, where Dam Things continues to hold the rights, the story says.

The Troll doll was created in 1959 by fisherman and woodcutter Thomas Dam, who was too poor to buy a Christmas present for his daughter, and instead carved a doll for her, according to a statement published by Deadline.com.

The statement adds, "This modern-day Geppetto couldn’t have imagined that the Troll dolls would soon become one of the biggest toy crazes of the 1960s. The Trolls experienced a resurgence in the 1990s, and in 2003, the Toy Industry of America named Trolls on its list of One Hundred of the Century’s Most Treasured Toys."