Next year is set to feature a ‘Minions Summer like no other’, with Universal Brand Development looking to pull out all the stops to support the eagerly awaited Minions: The Rise of Gru.
Global toy partners Mattel and The LEGO Group will be launching collections featuring fresh new looks for action figures, construction sets, electronics, plush, collectables and play-sets.
Other first-in-class partners include Topps, Asmodee, Ravensburger, Clementoni, Posh Paws, Danilo and Boxine.
During last year’s 2020 lockdown, Minions’ global popularity in the international grocery sector kept the characters front-of-mind for consumers.
The franchise has shown continued strength throughout Europe in FMCG, food, personal care and beauty categories and UBD is planning a broad-based programme in a number of categories with Yazoo, Brioche, Pez, Danone, Volvic, Perfetti Van Melle, Colgate, Avon, BIP and Glamglow.
Softlines will also be a focus as Minions: The Rise of Gru sparks further interest in the record-breaking franchise.
With a roster of local agents around the globe, UBD is taking a tailored approach to retail activations and licensing and merchandising opportunities.
Last summer, UBD developed a number of online-only events and promotions including the Free the Fun digital pop-up event in the UK that included giveaways and prizes that enlisted top-tier UK grocers including Aldi, Asda, Sainsbury, Tesco, as well as toy stores Smyths, The Entertainer and Hamley’s.
Leading up to the film’s release in July 2022, UBD’s promotional and marketing efforts will be doubled as the company is expecting ‘huge’ pent-up demand and anticipation for the brand.
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