Mediawan and ZAG’s joint-venture Miraculous Corp is going global with Miraculous Day, which launches on September 28.
Dedicated to CG-animated series Miraculous Tales of Ladybug & Cat Noir (the sixth season of which is due out for a Q4 delivery), this initiative launched in Brazil in 2019 and then expanded across the LatAm region. This year, Miraculous Day will take place worldwide with a big contingent of media partners, retailers and licensees along for the ride.
To build digital hype, there will be a new Miraculous website, interactive AR filters on Instagram and TikTok, and a YouTube watch party of Miraculous World: New York, United Heroez.
Programming events/contests, Miraculous-themed kids menus and dedicated brand spaces in stores will launch across European territories, and Smyths Toys Superstores in the UK is readying a YouTube digital ad campaign, along with in-store meet-and-greets and giveaways.
In North America, Disney Channel US will air a Miraculous marathon, while Walmart Canada locations host retail events including themed face-painting and character meet-and-greets.
In the region that started it all, a QSR promo campaign will roll out across more than 1,000 Brazilian eateries, with themed spaces, meet-and-greets and other activities planned at various events and shopping malls in Brazil, Chile, Argentina, Colombia and Peru, supported by influencer campaigns. And Mexican retailer Liverpool will launch a broad product range.
Miraculous is celebrating its 10th anniversary next year, first debuting in 2015 on TF1. It quickly became a global sensation and currently airs in more than 150 countries. This widespread broadcasting success paved the way for a lucrative franchise that has generated more than US$1.5 billion in retail sales. The brand has also extended its reach onto the big screen, with Ladybug & Cat Noir: The Movie coming out last year and a sequel on the way.