First Global Miraculous Day Celebration Announced

Miraculous Corp, a joint venture between Mediawan and ZAG that unites all aspects of the Miraculous franchise, is set to launch the first global Miraculous Day celebration. Originally held in Brazil in 2019, the event has since expanded throughout Latin America and is now reaching a global audience for the first time. Media and promotional partners, licensees and retailers will join forces in the “Stronger Together” initiative to celebrate the franchise’s worldwide fanbase, including watch parties, quick-service restaurant promotions, retail activations, events, influencer giveaways, social media campaigns and more. 

“Since the 2015 debut of ‘Miraculous – Tales of Ladybug & Cat Noir,’ fans in over 150 countries have been captivated by the adventures of Ladybug and Cat Noir,” says Andy Yeatman, chief executive officer, Miraculous Corp USA and Global Operations. “The series is a thrilling superhero story that appeals to boys and girls alike, and an inspiring coming-of-age journey, highlighting the power of self-belief and the message that you don’t need superpowers or a mask to chase your dreams and conquer your fears. Ahead of our 10th anniversary next year, we’re thrilled to collaborate with our partners worldwide to celebrate the first global Miraculous Day to engage our incredible fanbase with a dynamic range of activities and experiences.” 

Related:Miraculous Corp Appoints IMC for LatAm Licensing

A fourth Miraculous animated TV event will start to roll out this fall, and Season 6 of the series is set for Q4. With more than 400 partners around the globe, 740 million products have been sold with over $1.5 billion in retail sales. 

A Global YouTube Watch Party will feature the animated TV event, “Miraculous World: New York, United Heroez.” Miraculous fans on YouTube have amassed over 40 billion views to date. In tandem, an exclusive Amazon merch-on-demand collection will debut, offering products accompanied by a social media countdown and interactive AR filters on Instagram and TikTok. To further enhance the fan experience, a new Miraculous website will also be launched. 

Programming events and contests will be featured on France’s TF1 and Italy’s SUPER. In France, La Grande Récré will feature exclusive window displays and host character meet-and-greets at its top five locations in Paris. In Italy, the popular fast-food chain, La Piadineria, known for its freshly made traditional Italian flatbreads, has introduced a Miraculous-themed kids’ menu with exclusive premiums and meet-and-greets at over 400 locations and Toys Center stores will feature dedicated Miraculous shelf space through Q4. In the U.K., Smyths Toys Superstores will launch a YouTube digital ad campaign along with in-store meet-and-greets and giveaways. In Germany, over 100 ROFU Kinderland stores will offer dedicated brand space and host meet-and-greets. In Spain, Toys“R”Us and ECI will offer meet-and-greets and workshops in the coming weeks. 

In North America, Disney Channel U.S. will air a Miraculous series marathon and Miraculous will be featured at KidzCon Oct. 11-12 in Los Angeles, where kids can meet Ladybug and Cat Noir, take photos and participate in multiple activities and giveaways. More than 300 influencers will attend the opening night of the event which is open to the public. In Canada, several Walmart store locations will host retail activations featuring face-painting, character meet-and-greets, play areas and demo stations, giveaways and displays; and Toys“R”Us will run a social media campaign and a contest. 

Across Latin America, programming events will air on Gloob, Televisa, Disney Channel and GloboPlay; a buy-and win promotion across multiple GUM oral care products will be localized in several countries and a pan-Latin America digital marketing campaign will engage fans across the continent. 

In Brazil, Miraculous Day will be celebrated by the country’s most famous quick-service restaurant chain (soon to be announced) in more than 1,000 locations. At the 27th edition of the São Paulo International Book Biennial, fans can enjoy an Instagrammable space, meet-and-greets and giveaways with licensees, Ciranda Cultural and Editora Online. São Paulo’s Livraria da Vila at Shopping Center Norte will feature a themed area with three weekend activations, including storytelling sessions, meet-and-greets, face-painting and giveaways. Oral care partner, GUM, will launch a “buy-and-win promotion” in pharmacy chains across the country and Happy Kids will roll out an activation at Shopping Granja Viana. A social media and influencer campaign will feature an unboxing initiative with products from Novabrink (fashion dolls), Jandaia (publishing) and Ciranda Cultural and Editora Online (board books). Miraculous Day will also be celebrated at Norte Shopping in Rio de Janeiro at the Brink Center store with meet-and-greets and exclusive gifts.  

In Mexico, retailer, Liverpool, will promote a multi-category product line, and Walmart will have point-of-sale promotions in 25 stores. A joint initiative with Recorcholis entertainment centers, Kataplum amusement parks and GUM Dental Products will include advertising in key cities on taxis, buses and 673 closed-circuit screens. Online and live events will feature Latin American dubbing stars, Tommy Rojas and Jessica Ángeles, and influencers will receive special kits in coordination with Disney. 

An influencer campaign in Chile will feature cosplayer, Lorena Mikki, and mall-based meet-and-greets. In Argentina, influencers will receive product kits in collaboration with Disney. Colombia’s first Miraculous Day events will include character meet-and-greets in Hayuelos in Bogota and in Peru, an influencer campaign will include meet-and-greet mall events, with cosplay and retail activations with Mundo Comics and the Claudia Cup Cakes stores in Lima.