Beloved film franchise from Blue Sky Studios expands its global reach with a raft of new licensing deals.
LONDON --Twentieth Century Fox Consumer Products has announced new licensing deals and partnerships surrounding the Ice Age franchise. Ice Age: Collision Course, the latest instalment from Blue Sky Studios, hit the big screen this summer along with 15 FCP promotional partners for EMEA including pan-European campaigns from Pepsico for their Cheetos snack brand, and Chipita’s Chipicao children’s brand, both first time partners to the mammoth franchise. Joining Pepsico and Chipita with custom TV spots were Lidl with their largest campaign with Fox to date. In addition, a total of 15 retail loyalty program in 14 countries were secured by The Continuity Company.
Now, as the studio prepares for the home entertainment release of film, widely tipped to be one of the coolest releases of Christmas 2016, FCP shared details of the new brand partnerships and the content pipeline, including new digital games.
- FCP has just launched an extensive promotion with Chipita running from September 2016 to Spring 2017 across 18 markets in the Central & Eastern Europe region. The partnerships feature Ice Age: Collision Course themed packaging across the Chipicao baked croissants, biscuits and cakes range, each with 1 collectible Tazo premium inside. There are 100 different Ice Age designs to collect including 10 special metallic editions.
- This autumn Esselunga, the leading Italian supermarket chain, has chosen the Ice Age brand to be part of their annual Community Program for Schools. The loyalty campaign will run across the chain’s network of 150+ supermarkets and superstores with shoppers rewarded with an Ice Age: Collison Course promotional product.
- Les Carroz, one of the most popular family ski resorts in the Alps, will see Ice Age entertain thousands of families for a cool experience during the winter 2016/2017 ski season. In a first of its kind, the partnership will feature the opening of an Ice Age zone where children will enjoy an Ice Age themed area with après ski activities including sledging and rubber rings. The ski runs will be decorated with standees and arches featuring our sub-zero heroes along with branded ski passes. Skiers will be able to purchase a range of Ice Age merchandise including plush, toys and more.
- The heritage of the Ice Age brand is well known and the wholesome characters and family appeal allows for expansion into new demographics. In spring 2017, FCP will launch the first Ice Age Babies program which draws on the original pencil sketch drawings for a softer look and feel to create a point of difference at retail.
Driving and maintaining brand awareness amongst consumers beyond the theatrical window will be supported by exciting digital initiatives. Fox Digital Entertainment recently launched two new digital games Ice Age World and Ice Age Arctic Blast that allow players to explore the ice-cool locations from the movies with their favorite characters. On social media the franchise’s following continues to grow with the official Facebook page boasting 18 million fans in addition to an active and growing community across Twitter, Instagram, Snapchat and more.
Sandra Vauthier-Cellier, SVP EMEA, Twentieth Century Fox Consumer Products said, “It’s thrilling to see the Ice Age franchise continuing to flourish and reaching new heights across the EMEA region. As we build up to the DVD launch of Ice Age: Collison Course, we’re confident these activities and high-profile promotions will generate excitement and further cement Ice Age’s position as a true evergreen franchise.”
Source: Twentieth Century Fox Consumer Products