In an unique endeavour, Universal Brand Development has given hand to the launch of its Fast & Furious consumer products programme through a series of events and activations at retailers in the UK.
Coinciding with the theatrical release of the eighth chapter of The Fast & Furious saga, visitors to Toys “R” Us in Leeds, Peterborough, Oldbury and Ipswich were invited into Dom Toretto’s Garage, a unique experiential store-in-store concept where they were able to create their own high-octane Fast & Furious-inspired action scenes using global master toy licensee Mattel’s Fast & Furious filmmaker App.
The app allows younger fans of the franchise to sit on the director’s chair and record their own Fast & Furious clips using Mattel’s Fast & Furious Street scenes, play sets and die-cast vehicles.
It comes with everything needed to recreate the magic of the big screen including the ability to add cool special FX, sound effects and even original music backtracks ensuring a complete immersive brand experience.
“The Fast & Furious toy line really captures the excitement of the movie” said Wendy Hill, Brand Activation Director for Mattel. “The modern designs coupled with our investment in the Fast & Furious Filmmaker App provides boys aged 6-11 years with a highly interactive introduction to this blockbuster movie franchise,” he added.
Dom Toretto’s Garage will visit Toys “R” Us in Brent Cross, London on 23 April and further to the success of this programme, Universal Brand Development now plans to extend the consumer experience in partnership with other retailers later this year.
Also out on the road is the The Fate of the Furious Pop Up Shop. Developed in association with Universal Pictures, a highly visual upturned Fast & Furious stunt vehicle is currently making pit stops at six major shopping malls and mainline train stations across the UK, spending four days at each location.
The retail pop up sits neatly alongside the stunt ready to respond to the ever-growing consumer demand for official Fast & Furious merchandise and the increased footfall that these show stopping events generate.
The UK consumer products roll out also includes Jada Toys that has launched a line of die cast vehicles.
Targeting adult fans, Underground Toys are on board with a range of collectibles, award winning Thumbs Up take the license for adult gift, industry stalwart Pyramid has just released a line of posters and Somberbond has inked a deal for apparel.
