When Universal Pictures and Illumination Entertainment launch the live action/CG-animated Hop in theaters tomorrow, the film will be aided by a total of 92 promotional partnerships and licensing deals around the world. Illumination Entertainment head Chris Meledandri’s recent addition of former Fox Animation cohort Gail Harrison to head Illumination’s creative shows how important marketing and sponsorships will be for his family films. It’s unclear at this point whether Hop will duplicate the success of Illumination’s first release Despicable Me, but you can’t say Universal hasn’t hustled, particularly with the breadth of tie-in partners it put together.
The biggest deals in the US include Walmart, Burger King, Comcast, Hallmark, The Hershey Company and Kodak. Walmart has made the film a big part of its Easter-themed retail effort, and Hop has offshore retailer deals with Target in Australia, El Corte Ingles in Spain, hmv in the UK and Jay Jay’s in South Africa. Burger King is slinging Hop toys with Kids Meals; Comcast is featuring more than three dozen segments of Hop content via its On Demand and online services; Kodak is selling Hop-themed products, and Lima Sky/Doodle Jump has a game app based on the film.
Among the other partners:
* Bokados (Mexico) – On-pack promotion on 3 million snack products supported with in store POS plus an outdoor, radio and TV campaign;
* Bolthouse Farms (U.S.) – Co-branded promotion on more than 20 million bags;
* Bakery Craft (U.S.) – Cake kits, cupcake rings and edible bakery images;
* Build-A-Bear Workshops (U.S., Canada & U.K.) – Make-Your-Own stuffed E.B., outfits & accessories for E.B., pre-stuffed pink beret and sound chip featuring the “I Want Candy” song.
* Create A Treat (U.S.) – Shortbread cookie decorating kits;
* Editora Alto Astral (Brazil) – Coloring books, activity books and stickers;
* Five Mile Press (Australia) – Hop-themed books, sticker books, coloring books and puzzle books;
* Flunch Restaurants (France) – Restaurant promotion featuring POS and collectible toys in 220 locations;
* Frankford (U.S. & Chile) – Extensive line of candy, novelty candy and Easter baskets;
* Funrise (U.S.) – Plush, figures, novelty toys and Easter basket stuffers;
* Garan (U.S.) – Boys & girls T-shirts and sets;
* Hallmark (U.S.) – Hop-themed greeting cards;
* The Hershey Company (U.S.) – Hershey®’s Solid Milk Chocolate Magic Bunny, Cadbury® Egg Scepter of Destiny: Hollow Milk Chocolate Egg filled with Cadbury Mini Eggs Candy and a $1 Whoppers® Malted Milk Eggs Carton.
* Holiday Inn (U.K. & Germany) – Film promoted in over 250 hotels with 1.5 million Hop-branded room key cards produced;
* Hungry Jack (Australia) – Collectible toys and POS in more than 300 restaurants with TV advertising support;
* Interactive Game/505 Games (Global) – Game for the Nintendo DS platform;
* Just Premiums (Australia) – Plush and novelty toys for Target Australia;
* Keystone Bakery (U.S.) – Hop-themed and decorated packaged cookies;
* Kraft Foods (U.S.) – Hop featured in TV advertising and on-packs of Kraft family products;
* Krispy Kreme (Mexico) – POS support in 60 stores plus a special limited time only Hop themed doughnut;
* Lakomka (Germany) – On-pack promotions on 10 million units of frozen chocolate dairy products;
* Lindt Chocolates (Italy, Switzerland & U.K.) – Lindt’s first ever film promotion with Hop, supported with significant retailer support, including POS in major supermarkets;
* Little Brown (U.S.) – Hop-themed books including board books, chapter books and storybooks;
* M&M Meat Shops (Canada) – Canada’s largest chain of specialty frozen foods, supported by flyers, posters and online posting;
* Park Avenue Confectionery (Australia) – Hop ceramic mug and milk chocolate egg gift sets and coloring book gift sets;
* PCO Group (Europe) – In-theater concessions with Hop-themed popcorn tubs, boxes, cups, menu trays, toppers, straws with 3D figurines;
* Random House (Germany) – Audio storytelling books;
* Reckitt Benckiser (Netherlands) – Will provide POS in over 380 stores plus TV advertising support;
* Social Game/Play Social (Global) – “Chicks vs. Bunnies” social networking game available and marketed on Facebook;
* Teleflora (U.S.) – With the qualified purchase of a Teleflora bouquet, customers can receive a free ticket to see Hop from their local Teleflora floral shop or through Teleflora.com while supplies last.
* TIM (Italy) – Italy’s leading telecommunications company will support the film with major outdoor, TV and radio advertising;
* Time Frame Clothing (Australia) – Boys, girls and baby apparel;
* Topsville (U.S.) – Girls T-shirts and apparel;
* Townley (U.S.) – Health & Beauty products (including cosmetics, lip gloss, nail polish, etc.);
* Winners & Home Sense (Canada) – Promotional tie-in supported by in store posters, newspaper ads, online postings and email blasts.