Universal Partnerships & Licensing (UP&L) has accumulated a crop of global marketing partners – and an unprecedented US$250 million in total media value – in advance of the July 3 release of Universal Pictures and Illumination Entertainment’s Despicable Me 2.
The sequel to the 2010 blockbuster Despicable Me, which earned US$543 million worldwide, marks Universal’s fourth collaboration with Chris Meledandri’s Illumination Entertainment since the company was formed in 2007.
UP&L has secured more than US$250 million in total global media value from partners including McDonald’s, Progressive, General Mills, Frito-Lay, US Department of Health and Human Services (HHS) and the Ad Council, Chiquita Brands, UHU, Land O’Frost and Topps, along with more than 100 licensing and international promotional partners. Major global licensing partners already include Gameloft, Thinkway Toys and Hasbro.
These companies will initiate multiplatform marketing campaigns featuring the film’s minion characters in advance of the film’s that span broadcast, digital and print advertising.
This marks the first time that McDonald’s and General Mills have worked with Universal since Jurassic Park in 1993. It’s also the first time Progressive has joined a Universal film property, launching a co-branded Secret Lab microsite that features an exclusive scene from the film, a Flo-Minion-Nation online game and a contest allowing consumers to create custom user-generated content of their best evil laugh.
The McDonald’s campaign will see 34,000 of its global restaurants feature custom TV spots, premiums, in-store elements and roof inflatables in select key markets. The program will include Despicable Me 2 Happy Meals in North America, Europe, Asia, Latin America, Middle East and Australia/New Zealand with premium items.
General Mills brands including Honey Nut Cheerios and Lucky Charms will feature TV spots. The promotion also includes Despicable Me 2-themed packaging, eight collectable Minion premiums in cereal packages and custom product integrations.
Other licensing promotional campaigns include the largest-ever for Chiquita, which will feature more than half billion unique Despicable Me 2-themed sticker designs on its bananas.
Despicable Me 2 toys are currently available at Toys ‘R’ Us, and additional toys and products will be available at major retailers, including Walmart, in the weeks leading up to the film’s opening. Gameloft’s Despicable Me game will be released in June.