Kung Fu Panda 2″ slate of promotions kicks off

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Kung Fu Panda 2

Kung Fu Panda 2

Dream­Works Ani­ma­tion SKG, Inc. announced Mon­day its kung fu kick­ing slate of mar­ket­ing, licens­ing and pro­mo­tional part­ners in sup­port of the studio’s upcom­ing fea­ture film release Kung Fu Panda 2, which comes to the­aters May 26.

In its first-ever movie-themed tofu pro­mo­tion, House Foods Amer­ica, America’s lead­ing tofu pro­ducer, is bring­ing Kung Fu Panda 2–branded tofu prod­ucts to super­mar­kets across the United States, and has kicked off its cam­paign with a microsite (www.kungfutofu2.com) to pro­mote the ben­e­fits of tofu.

House Foods is fea­tur­ing Po and the Furi­ous Five on over eight mil­lion pack­ages and 16 dif­fer­ent prod­ucts. Its microsite fea­tures a sweep­stakes to win a trip for four to China, “tofu­pe­dia,” tofu advice from a reg­is­tered dieti­cian, cook­ing tips, and a link to Cas­tle Builders dig­i­tal cook­book for the iPad, which includes themed recipes for the entire fam­ily. House Foods is also sup­port­ing Kung Fu Panda 2 via in-store, print, online, out­door bill­boards and bus wraps in select cities.

Kung Fu Panda 2 is now being pro­moted across many plat­forms with one-of-a-kind cam­paigns pow­ered by tele­vi­sion, print, out­door, online, on-shelf, social media, in-theater pro­mo­tions as well as unique events and offers,” said Susan Spencer, Dream­Works Animation’s head of pro­mo­tions and mar­ket­ing ser­vices. “At Dream­Works Ani­ma­tion, we strive to make mar­ket­ing con­nec­tions that fit organ­i­cally with each movie, and we are thrilled to have once again received such momen­tous sup­port from our part­ners — includ­ing the first-ever movie pro­mo­tion with House Foods to pro­mote the ben­e­fits of tofu, a healthy food item fea­tured through­out the story of Kung Fu Panda 2.”

Other pro­mo­tional part­ners fea­tured in Dream­Works Animation’s Kung Fu Panda 2 campaign:

Lead­ing con­fec­tioner Air­heads offers two all-new Kung Fu Panda 2–themed fla­vors of their sig­na­ture chewy candy inspired by the movie: “Kickin’ Berry” and “Orange Blast,” which are avail­able in four mil­lion specially-themed packs. Air­heads is also sup­port­ing the film with a ded­i­cated TV com­mer­cial, in-store sig­nage and online ele­ments, includ­ing themed games.

AT&T fea­tures Kung Fu Panda 2–themed posters, win­dow clings and in-store sig­nage, and incor­po­rates Po in its 6,000 retail stores.

Best Buy is fea­tur­ing exclu­sive “behind the scenes” videos of Kung Fu Panda 2 on its Best Buy ON Net­work through­out over 1,000 stores and online. Best Buy is also fea­tur­ing Po through online and in-store advertising.

Gen­eral Mills is bring­ing the Kung Fu Panda 2 adven­tures to break­fast tables every­where. Through­out the spring, spin fighter toys fea­tur­ing the movie’s char­ac­ters can be found inside specially-marked boxes of par­tic­i­pat­ing cere­als: Cocoa Puffs, Trix , Golden Gra­hams, Reese’s Puffs, Chee­rios, Apple Cin­na­mon Chee­rios, Cookie Crisp, Lucky Charms, Cin­na­mon Toast Crunch and Honey Nut Chee­rios. Gen­eral Mills is also offer­ing spe­cial Kung Fu Panda 2–themed Fruit Roll-Ups.

Hint Water is show­cas­ing Po on the pack­ag­ing of its most pop­u­lar fla­vor of water, and is pro­vid­ing water for field mar­ket­ing and pub­lic­ity events sur­round­ing the the­atri­cal launch of the movie. Hint Water is also pro­mot­ing Kung Fu Panda 2 through its Web site, social media and in-store signage.

McDonald’s is launch­ing a global Happy Meal pro­gram in nearly all of its 117 mar­kets world­wide that invites kids to “Mas­ter the Po Panda Chal­lenge” with high– action toys, custom-created ani­mated TV com­mer­cials, and restau­rant and dig­i­tal activities.

Sun-Maid is pro­vid­ing 3.5 mil­lion pack­ages of 24 oz. can­is­ters and 6-pack raisin SKUs, print, online, social media and on-pack QR bar­codes that link to a mobile site fea­tur­ing addi­tional Kung Fu Panda 2–themed con­tent.

HP is fea­tur­ing Kung Fu Panda 2–branded prod­ucts in photo kiosks at retail­ers across the coun­try. HP cre­ated Kung Fu Panda 2 print­a­bles, which are avail­able on HP, Dream­Works Ani­ma­tion and part­ner Web sites, and has added Kung Fu Panda 2 char­ac­ters and themes to HP Photo Cre­ations, a free soft­ware down­load for per­son­al­ized photo col­lages, cal­en­dars and albums, which are avail­able online. A Kung Fu Panda 2 3D trailer is also pre-loaded onto the HP ENVY 17 3D. In addi­tion, Intel Cor­po­ra­tion is inte­grat­ing Po into its retail pro­grams in cer­tain territories.

Key mer­chan­dise licensees fea­tured in the Company’s Kung Fu Panda 2 campaign:

Jem Sports­wear is spear­head­ing the launch of a col­lec­tion of girls, boys, men’s and women’s apparel inspired by Kung Fu Panda 2. Jem is fea­tur­ing a col­lec­tion of fash­ion tees with nov­elty treat­ments and washes and spe­cialty print­ing techniques.

Hall­mark will have a line of Kung Fu Panda 2–themed party goods, greet­ing cards at var­i­ous retail­ers, and a spe­cial hol­i­day orna­ment at its Hall­mark Gold Crown stores.

Mas­ter toy licensee Mat­tel has cre­ated a full line of new kung fu kickin’ toys in antic­i­pa­tion of Kung Fu Panda 2, which allows kids to reen­act key moments and bat­tle scenes from the movie, as well as become their own kung fu mas­ter. The toy line includes large-scale, talk­ing action fig­ures, mini col­lectible fig­ures, an action packed can­non launcher with lights and sounds, a pull-back Po vehi­cle racer with launch­ing fire­works, a vari­ety of plush, soft­ware for their pro­pri­etary early learn­ing plat­forms: iXL and Smart Cycle, and a jumbo kung fu wrestler Po plush that allows kids to train and fight like a kung fu mas­ter. Addi­tional role play toys are avail­able exclu­sively at var­i­ous retail accounts across the United States. Prod­ucts are being sup­ported by a national TV campaign.

The Kung Fu Panda 2 pub­lish­ing pro­gram cov­ers a broad spec­trum of titles for var­i­ous age lev­els and inter­ests, includ­ing tra­di­tional sto­ry­books from Pen­guin Books, color and activ­ity books from Dal­ma­t­ian Press, comic books from Ape Enter­tain­ment, and a num­ber of inno­v­a­tive dig­i­tal book appli­ca­tions, includ­ing a sto­ry­book from iSto­ry­Time, an inter­ac­tive cook­book from Cas­tle Builders, and a first of its kind “Art Of” App from Palace Press.

THQ has released the Kung Fu Panda 2 video game on Kinect for Xbox 360 video game and enter­tain­ment sys­tem from Microsoft, PlayStation3 com­puter enter­tain­ment sys­tem, uDraw Wii GameTablet and Nin­tendo DS in con­junc­tion with the the­atri­cal debut of the movie. Play­ers can find all-new ways to enter the world of Kung Fu Panda 2 in the video game, includ­ing the unique abil­ity to use Kinect tech­nol­ogy to “become” Po on screen, as they seek to restore the bal­ance of power and save kung fu forever.

VTech is launch­ing new Kung Fu Panda 2 soft­ware car­tridges that fea­ture Po and the Furi­ous Five for both the V.Reader Inter­ac­tive E-Book Sys­tem and the MobiGo Touch Learn­ing Sys­tem. The car­tridges will be avail­able at all major retail­ers and on vtechkids.com.

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