Among the movies that will be featured are DreamWorks’
How to Train Your Dragon 2
, Paramount and Hasbro’s
Transformers: Age of Extinction
Planes: Fire & Rescue
Guardians of the Galaxy
and Paramount and Nickelodeon’s
Teenage Mutant Ninja Turtles
The promotions feature a range of toys and speed packs for each movie at theater chains in the U.S., China, Mexico, Canada, Germany, Spain, Vietnam and Thailand. Movie-going fans can collect two or three different figures and/or keychains for each film, along with reusable cups and popcorn packs.
“These programs are an innovative way for studios to extend brands and reach fans of toy collectibles, especially in the wake of shrinking shelf space for action figures at many retailers,” says Bill Howard, chief executive officer, Snap Creative. “These in-theater collectibles
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