Universal Brand Development Plan for ‘Minions’ in 2022

BLE 2021: Multiple licensing partners are on board as the movie is being prepared for release.

November 18, 2021

Illumination’s “Minions: The Rise of Gru,” plans for a new installment of licensed products for the Minions franchise next year.

Global toy partners Mattel and The Lego Group will update the look 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.

In 2020, Minions’ global popularity in the international grocery sector, which remained open during the pandemic and kept the characters front-of-mind. The franchise has shown continued strength throughout Europe in FMCG, food, personal care and beauty categories. UBD is planning a broad-based program in several 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 franchise.

“Minions: The Rise of Gru” is scheduled to be released in theatres worldwide in July 2022.