Sony Pictures Consumer Marketing has created a global promotional campaign for the Smurfs 2 that is one of the largest the studio has ever produced.
Building on the success of The Smurfs, which took in more than $563 million at the global box office, Sony Pictures has amassed more than 100 partners that include McDonald’s, Walmart and Toys ‘R’ Us.
“The success we had with the first film went way beyond even our wildest expectations–merchandise flew off the shelves, and in some cases, completely sold out,” says George Leon, executive vice president, consumer marketing, Sony Pictures Entertainment. “Because we had such a great experience on the first film, we were able to reassemble the anchor promotional partners from the last campaign and build on them with an expansive new program, and this time, retailers are taking a bigger position on Smurfs product to meet increased consumer demand.”
Highlights of the The Smurfs 2 lineup in the U.S. include:
- McDonald’s Happy Meal promotion with unique Smurf toys in North America, Europe, Asia, Middle East, Australia, New Zealand and Latin America.
- Jakks Pacific returns as the master toy partner with even more SKUs including Smurf plush figures, activities and play sets.
- Build-A-Bear Workshop is also back, offering consumers the opportunity to make their own Smurfette or Naughties, Vexy and Hackus.
- In addition to selling a variety of licensed merchandise, Walmart is teaming up with The Smurfs 2 on a nationwide tour of five Smurfified Dash electric vehicles designed by the team from the hit TV series “West Coast Customs.”
- Macy’s is hosting a Great American Drive-In event, a series of outdoor screenings across the country of The Smurfs.
- Claire’s will feature a back-to-school promotion utilizing Smurfette and Vexy.
- Toys ‘R’ Us is expanding on its program for the first film with an 8-week campaign highlighted by an in-store Smurfs Feature Shop and custom Smurfs gift cards.
- Junk Food returns as a licensee, with their line of t-shirts, fashion tops and bottoms for juniors, women, men and children. Earlier this year, Sony Pictures Animation teamed up with Junk Food Art House on Le Look Smurfette, a New York Fashion Week runway show inspired by the Smurf Village’s favorite blonde Thursday Friday is planning a line of bags, keyrings and scarves.
- Glam House will make a jewelry line.
- Ubisoft returns as the video gaming licensee, with products for consoles and handheld devices as well as a Facebook game app.
- Beeline will continue as the mobile game licensee.
Additional licensees include Pressman Toys (games and puzzles), Schleich (movie figurines), Goldie Marketing (remote control cars and other toys), Mega Brands (Smurf Mega Bloks), USAopoly (Smurfs Collector’s Edition Monopoly), Crocs (Jibbitz shoe charms), Suave (tear-free hair and body washes for kids), Haribo (Gummi Smurfs), Menchie’s Frozen Yogurt (limited edition Smurfberry flavor) and It’Sugar (candy bars).