Automaker Lincoln Mercury, a major sponsor for Paramount and Nickelodeon's animated feature, "The Rugrats Movie," will spend approximately U.S. $20 million on tie-in advertising to launch a new minivan called the Mercury Villager in conjunction with the film's release in November. The campaign will include TV ads featuring the Rugrats characters in an animated version of the minivan. Lisa DiMarzio, vice president of promotions for Paramount Pictures' Motion Picture Group said, "With Paramount, Nickelodeon and Lincoln Mercury's strategic blending of marketing resources, this partnership will bring new dimensions to tie-ins for animated entertainment properties."
