DreamWorks Animation’s upcoming feature film, Kung Fu Panda 2, which hits US theaters on May 26, has secured a raft of marketing, licensing and promotional partners.
Of the unique-themed partnerships is one with House Foods America, which is bringing Kung Fu Panda 2- branded tofu products to supermarkets across the US. The company is featuring Po and other characters on more than eight million packages and 16 different products. A branded microsite features a sweepstakes to win a trip for four to China, as well as tofu advice from a registered dietitian, cooking tips, and a link to Castle Builders digital cookbook for the iPad, which includes themed recipes. House Foods is also supporting Kung Fu Panda 2 via in-store, print, online, outdoor billboards and bus wraps in select cities.
Other promotional partners featured in the Kung Fu Panda 2 campaign include confectioner Airheads, which will offer two Kung Fu Panda 2-themed flavors of its candy. Airheads is also supporting the film with a dedicated television commercial, in-store signage and online elements, including themed games.
AT&T currently features Kung Fu Panda 2-themed posters, window clings and in-store signage, and incorporates Po in its 6,000 retail stores. Best Buy will have exclusive behind-the-scenes videos of Kung Fu Panda 2 on its Best Buy ON Network throughout over 1,000 stores and online. McDonald’s, meanwhile, is launching a global Happy Meal program in nearly all of its 117 markets worldwide that’s supported by animated television commercials and restaurant and digital activities.
Of course, master toy licensee Mattel has created a full line of new Kung Fu Panda toys that include large-scale, talking action figures, mini collectible figures, a pull-back Po vehicle racer with launching fireworks, a variety of plush and software for its proprietary early learning platforms.
Additional Kung Fu Panda 2 partners include Penguin Books, Dalmatian Press, Ape Entertainment, THQ, VTech, Hallmark, Jem Sportswear, HP, Sun-Maid, General Mills and Hint Water.