Cartoon Network UK is quite literally rolling out a new promotion for its animated series We Bare Bears. New episodes of the show begin airing this month, and CN is hitting the road in a polar bear-shaped truck to hand out free drinks to kids and their families.
The vehicle, known as Ice Bear, will offer hot drinks including coffee and hot chocolate to fans across the UK in London, Birmingham, Glasgow and Manchester.
The pop-up will launch in London with 2018 UK Latte Art Championship finalist Ben Lewis. In addition to free drinks, families will also have the opportunity to take a selfie with the show’s characters. We Bare Bears follows three hipster bear brothers as they make their way in human society and try to become “internet famous.”
The pop-up experience speaks to the growing trend of hands-on retail and marketing programs. Nintendo recently rolled out experiential pop-up shops to promote its Switch and 3DS systems in the US. In May, Moose Toys celebrated the launch of the World Vacation iteration of its hit Shopkins collectible line with a café pop-up experience in New York.