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TRU Cools Off with Ice Age

TRU Cools Off with Ice Age

Toys ‘R’ Us has announced a retail campaign in its U.S. stores in advance of the July 13 release of the fourth film in the Ice Age franchise, Ice Age: Continental Drift.The program, which launched Sunday, will see Ice Age-branded boutiques in

Toys ‘R’ Us has announced a retail campaign in its U.S. stores in advance of the July 13 release of the fourth film in the Ice Age franchise, Ice Age: Continental Drift.

The program, which launched Sunday, will see Ice Age-branded boutiques in stores across the U.S.

“As parents and kids eagerly await the theatrical release of Ice Age: Continental Drift, we’re excited to serve as the go-to destination for all the toys, games and more based on the latest installment in this family-favorite movie series,” says Jamie Uitdenhowen, vice president, divisional merchandising manager, Toys ‘R’ Us, U.S. “We’ve worked closely with Fox Consumer Products and leading manufacturers to offer a brand-new, differentiated product assortment and a dedicated online destination to help Ice Age fans of all ages bring the fun of the on-screen flick to their living rooms.”

The boutiques will carry exclusives that include a toy line, plush and figures as well as the latest video game from Activision, a full series of children’s books from Harper Collins, board games from Cardinal, backpacks and lunch bags from Accessory Innovations and more.

The retail program will also tie in with Ice Age Online, the film’s official online game from Bigpoint, rewarding customers who spend more than $20 on Ice Age merchandise with a $5 in-game currency gift card.

“This summer’s release of Ice Age: Continental Drift is going to be one of the biggest film events of the summer and we wanted to support the release with one of our biggest retail campaigns ever for the franchise,” says Jeffrey Godsick, president, Twentieth Century Fox Consumer Products. “Toys ‘R’ Us is going to provide fans across the country with an interactive, one-stop destination to purchase all the latest Ice Age product.”

Ice Age: Continental Drift is rolling out internationally two weeks ahead of its debut in North America, and has already raked in $78 million in the 34 markets where it opened last weekend.

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