Twentieth Century Fox Consumer Products (FCP) announces new licensing deals and partnerships surrounding Ice Age, the beloved #1 animated film franchise globally
Ice Age: Collision Course, the latest installment, hit the big screen this summer along with 15 FCP promotional partners for EMEA including pan European campaigns from Pepsico for their Cheetos snack brand, and Chipita’sChipicao children’s brand, both first time partners to the mammoth franchise. Joining Pepsico and Chipita with custom TV spots were Lidl with their largest campaign with Fox to date. In addition a total of 15 retail loyalty programmes in 14 countries were secured by The Continuity Company.
FCP shares details of the brand partnerships and the content pipeline, including new digital games:
- Chipta would launch Ice Age:Collision Course themed packaging across the Chipicao baked croissants, biscuits and cake range. The extensive promotion would run from September 2016 to Spring 2017 across Central & Eastern Europe region.
- Esselunga, leading Italian supermarket chain would include Ice Age brand to be part of their annual Community program for Schools. The shoppers would be rewarded with an Ice Age: Collision promotional product.
- Les Carroz, popular family ski resorts in the Alps, the partnership will feature Ice Age themed zone for children. Skiers will be able to purchase a range of Ice Age merchandise including plush, toys and more.
Ice Age brand is well known and the wholesome characters and family appeal allows for expansion into new demographics. In spring 2017, FCP will launch the first Ice Age Babies programme which draws on the original pencil sketch drawings for a softer look and feel to create a point of difference at retail.
Driving and maintaining brand awareness amongst consumers beyond the theatrical window will be supported by exciting digital initiatives. Fox Digital Entertainment recently launched two new digital games ‘Ice Age World’ and ‘Ice Age Arctic Blast’ that allow players to explore the ice-cool locations from the movies with their favourite characters.
Sandra Vauthier-Cellier, SVP EMEA, Twentieth Century Fox Consumer Products says, “It’s thrilling to see the Ice Agefranchise continuing to flourish and reaching new heights across the EMEA region. As we build up to the DVD launch of Ice Age: Collison Course, we’re confident these activities and high-profile promotions will generate excitement and further cement Ice Age’s position as a true evergreen franchise.”