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April 6, 2018
Twentieth Century Fox Consumer Products has signed a number of new partnerships in the EMEA region ahead of the DVD release of Ice Age: Collision Course.
First, Fox Consumer Products has tapped Chipita for themed packaging across its Chipicao baked croissants, biscuits and cakes ranges. The packaging will include 100 different Ice Age designs to collect, including 10 special metallic editions. The promotion will run until spring 2017 across 18 markets in Central and Eastern Europe.
Italian supermarket chain Esselunga will feature Ice Age in its annual Community Program for Schools this fall. The loyalty campaign will run in more than 150 locations.
Next, Les Carroz, a family ski resort in the Alps, will feature an Ice Age zone where kids can participate in après ski activities including sledging and rubber rings. The resort will also include decorated ski runs with standees and arches, branded ski passes and a host of merchandise including plush, toys and more.
Finally, in spring 2017, Fox Consumer Products will launch the first Ice Age Babies program, which will draw on the original pencil sketch drawings.
“It’s thrilling to see the Ice Age franchise continuing to flourish and reach new heights across the EMEA region,” says Sandra Vauthier-Cellier, senior vice president, EMEA, Fox Consumer Products. “As we build up to the DVD launch of Ice Age: Collision Course, we’re confident these activities and high-profile promotions will generate excitement and further cement Ice Age’s position as a true evergreen franchise.”
The franchise’s latest installment hit theaters this summer with 15 promotional partners including pan-European campaigns from Pepsico’s Cheetos brand and Chipita’s Chipicao children’s brand. Lidl also debuted custom TV spots for the film and Fox Consumer Products launched two digital games–“Ice Age World” and “Ice Age Arctic Blast”–which allow players to explore the film’s locations with their favorite characters.
Additionally, 15 retail loyalty programs spanning 14 countries were secured by The Continuity Company.
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