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.