Universal Brand Development is headed to New York Toy Fair with immersive fan experiences to celebrate Illumination’s “Minions: The Rise of Gru,” DreamWorks Animation’s “Trolls World Tour” and Netflix original series “Spirit Riding Free.”
In addition, Universal Brand Development will be showcasing toys and merchandise from these properties with licensing partners on the main show floor.
For Universal Brand Development, life size LEGO minions will take over the Toy Fair floor. At the Crystal Palace Mezzanine (CPLM-05) adjacent to registration, fans can step back in time and into a world where 12-year-old Gru dreams of becoming the world’s greatest supervillain. Set against a psychedelic ‘70s, Minion-ized backdrop, attendees are invited to take photos with a horde of 22 Minions – made entirely of LEGOs.
Also at the Crystal Palace Mezzanine (CPLM-03), fans can join Poppy and friends on an interactive stage. Attendees can jump on the “Trolls World Tour” stage and select a music genre as a DJ spins tunes. Fans can perform with “Trolls”-inspired props.
Finally, fans of “Spirit Riding Free” can find an interactive experience at the Crystal Palace Mezzanine (CPLM-07) involving real miniature therapy horses. The life-size “Spirit Riding Free” paddock allows attendees to pet and take pictures with the miniature horses.
All three interactive fan experiences will be at New York Toy Fair on Feb. 22-24.