DreamWorks Animation announced its slate of marketing, licensing and promotional partners in support of the studio's upcoming release, Kung Fu Panda 2, which hits theaters May 26.
Master toy licensee Mattel has created a full line of toys, including large-scale talking action figures, mini collectible figures, a cannon launcher with lights and sounds, software for iXL and Smart Cycle, a pull-back Po vehicle racer with launching fireworks, a variety of plush and a jumbo kung fu wrestler Po plush.
Jem Sportswear will launch of a collection of girls, boys, men's and women's apparel inspired by Kung Fu Panda 2.
Hallmark will produce a line of Kung Fu Panda 2-themed party goods, greeting cards at various retailers, and a special holiday ornament available exclusively at Hallmark Gold Crown stores.
House Foods America has introduced Kung Fu Panda 2- branded tofu products to supermarkets nationwide. Po and the Furious Five are featured on more than 8 million packages and 16 different products.
The Kung Fu Panda 2 publishing program includes traditional storybooks from Penguin Books, color and activity books from Dalmatian Press, comic books from Ape Entertainment, a digital storybook from iStoryTime, an interactive digital cookbook from Castle Builders and an 'Art of' app from Palace Press.
THQ has released the Kung Fu Panda 2 video game on Kinect for Xbox 360, PlayStation3, uDraw Wii GameTablet and Nintendo DS in conjunction with the theatrical debut of the movie.
VTech will launch Kung Fu Panda 2 software cartridges that feature Po and the Furious Five for both the V.Reader Interactive E-Book System and the MobiGo Touch Learning System.
"Kung Fu Panda 2 is now being promoted across many platforms with one-of-a-kind campaigns powered by television, print, outdoor, online, on-shelf, social media, in-theater promotions as well as unique events and offers," says Susan Spencer, DreamWorks Animation's head of promotions and marketing services. "At DreamWorks Animation we strive to make marketing connections that fit organically with each movie and we are thrilled to have once again received such momentous support from our partners, including the first-ever movie promotion with House Foods to promote the benefits of tofu, a healthy food item featured throughout the story of Kung Fu Panda 2."