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Minions back in July 2022

Minions back in July 2022

 Illumination’s Minions: The Rise of Gru, the long-awaited next instalment of the most successful animated franchise in history is set to hit theatres across the globe in July 2022 —putting in motion a Minions Summer like no other.

Universal Brand Development (UBD) has pulled out all the stops to support the new feature film with global toy partners Mattel and The Lego Group. The toy collection will feature fresh new looks of action figures, construction sets, electronics, plush, collectibles and playsets. Other first-in-class partners include Topps, Asmodee, Ravensburger, Clementoni, Posh Paws, Danilo and Boxine.

During last year’s 2020 lockdown, Minions’ global popularity in the international grocery sector, which remained open, kept the beloved characters front-of-mind for a world in need of the joy and subversive humour that defines the brand.  The franchise has shown continued strength throughout Europe in FMCG, food, personal care and beauty categories and UBD is planning a broad-based program in a number of categories with Yazoo, Brioche, Pez, Danone, Volvic, Perfetti Van Melle, Colgate, Avon, BIP and Glamglow.  Softlines will also be a focus as Minions: The Rise of Gru sparks further interest in the iconic, record-breaking franchise. 

With a roster of local agents around the globe, UBD is taking a tailored approach to retail activations and licensing and merchandising opportunities. It is a formula that has consistently delivered results, establishing Minions as a powerhouse brand.

Last summer, UBD developed a number of online-only events and promotions including the Free the Fun digital pop-up event in the UK that included giveaways and prizes that enlisted top-tier UK grocers including ALDI, ASDA, Sainsbury, Tesco, as well as toy stores Smyths, The Entertainer and Hamley’s. Leading up to the film’s release in 2022, UBD’s promotional and marketing efforts will be doubled as the pent-up demand and anticipation for all things Minions is expected to be huge. 

With continual investment and innovation, UBD is dedicated to giving its vast roster of global retail and licensing partners the support and backing they need to continue to make Minions an unstoppable global phenomena to an adoring worldwide audience.

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