Pet-Smart
Consumer Products

Secret Life of Pets leashes new partners

McDonald’s, Chrysler and PetSmart are among the new partners participating in a US$400-million promotional campaign for the hit film.
July 12, 2016

What does your pet do when you’re not at home? For The Secret Life of Pets, it entails partnering with some of the world’s most recognized brands.

Illumination Entertainment and Universal Pictures have announced a number of new promo partners as part of their campaign in support of new animated box-office champ, including Chrysler, General Mills, Procter & Gamble, Mott’s, PetSmart and the J.M. Smucker Company.

So far, The Secret Life of Pets has attracted more than 100 licensing and promo partners worldwide, including global master toy licensee Spin Master and exclusive pet product retail partner PetSmart. The CP program also covers categories ranging from interactive/video games and children’s books to apparel, accessories, housewares and stationery.

McDonald’s will feature The Secret Life of Pets plush premiums and in-restaurant décor. Celebrities and their pets will star in a promotional campaign for the 2017 Chrysler Pacifica and Comcast might finally answer the question of what our pets do when they’re home alone with its Xfinity Home product. The campaign features custom animation that demonstrates the product’s home security and automation capabilities.

The creative-driven campaign will deliver close to US$400 million in promotional value and be supported by multimedia marketing. Most of the brand campaigns feature custom animation with new narratives and storylines created in collaboration with Illumination Entertainment’s creative marketing team and Universal Pictures.

The movie scored US$103.2 million at the US box office on its opening weekend, July 8 to 10.

 

About The Author
Elizabeth Foster is Kidscreen's Senior Writer. Contact Elizabeth at efoster@brunico.com

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