News in Brief

Beyblade promo spins out onto the global scene
March 1, 2003

Beyblade promo spins out onto the global scene

Building on a successful premium initiative that played out in Burger King restaurants across Canada this January, the fast-food chain and Toronto, Canada’s Nelvana have reteamed to widen the program’s geographical scope. Starting in the U.K. and Spain this April and rolling out to include the rest of Europe, the Middle East, Africa, Latin America and the Caribbean by May, the multi-national promo will give away Beyblade action figures and spinning top premiums in Kids Meals and Big Kids Meals around the world. Backed by media support that will include in-restaurant signage and TV advertising, the Beyblade promo is scheduled to finish off its global tour with a stop in the U.S. during June and July.

Universal muscles up its Hulk promo blueprint

Apparently size does matter to Universal, which is gearing up for a Hulk-sized promo campaign that will start touting the studio’s summer-launching feature based on the classic comic book property in May. In keeping with the ‘big’ theme, Hershey Foods has signed on to offer over-sized, Hulk-branded SKUs of Reese’s, Hershey’s Kisses, Miniatures, York, Nuggets with Almonds and Rolo products, and the candy company’s King and bonus Giant bar six-packs will also tie in. Outside the realm of chocolate bars, Hershey is putting together a color-coordinated green gameplan that calls for green apple-flavored Hulk Twizzlers, Giant Green Bubble Yum gum balls, green Hershey’s syrup and Jolly Rancher Hulk-shaped gummies.

Other partners riding The Hulk promo express include Pepsi, Kraft, ConAgra’s Grocery and Snack Foods Group brands and Glad.

Crayola creator invites kids to play ‘Name that Hue’

To celebrate a century of inspiring young artists, Easton, Pennsylvania-based Crayola crayon creator Binney & Smith is inviting kids to put their stamp on a quartet of new hues that will replace four retiring colors. Kids can jump on-line ( until July 1 to name the new shades and chose which crayons should be put out to pasture, and all eight colors will be available in a special-edition gold Crayola 100th birthday box (US$6.99) until the end of 2003.

A traveling 100th birthday party called the Crayola ARTrageous Adventure – a tour bus featuring art projects that involve Crayola products – hit the road in February and will be stopping at 25 U.S. cities.

About The Author


Brand Menu