This ad will be closed automatically in X seconds.

Universal Brand Development readies for the return of the Minions

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.

Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.

MORE NEWS
B&LLAs24finalists500x500
 
The finalists in the Product, Property, Retail and Rising Star categories for the Brand & Lifestyle Licensing Awards 2024 have officially been revealed....
MiffyGaleries500x500
 
Two shop-in-shop activations have opened their doors in Galeries Lafayette Paris Haussmann for the classic brand....
TombRaider500x500
 
Video games developer, Crystal Dynamics, has signed the video game and geek culture specialist agency to represent Tomb Raider products for merchandise licensing....
HarlemGlobetrotters500x500
 
The Harlem Globetrotters - famous for fusing sport and entertainment - have signed with IMG to further develop the brand in anticipation of its 100th anniversary milestone in 2026....
RitaOra500x500
 
Primark is continuing its ongoing fashion collaboration with Rita Ora with a new spring collection combining a fresh floral colour palette with new designs....
F1Topps500x500
 
Formula 1 has confirmed a multi-year renewal of its partnership with Topps, which will see the Fanatics-owned company continue as the official licensee of Formula 1 trading card and sticker collections....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.