U.K. TOY FAIR: Disney Fuels Cars Engagement

Disney unveiled plans for the Cars: Fuel Your Fun U.K. retail and marketing campaign today at the U.K. Toy Fair in London.

Set to run from March through July, the campaign and corresponding loyalty program are designed to build engagement for the Cars franchise and drive collectability at retail.

Consumers will be able to unlock exclusive content including online mini-games, a soundboard and a virtual car wash via a code on qualifying products.

The Fuel Your Fun campaign is being supported by key licensees including Mattel for toys, Procos for partyware and stationery and George at Asda and F&F at Tesco for apparel, all of who will be promoting the loyalty program in stores.

The loyalty program will be promoted through advertising on the Disney Channel and in Odeon cinemas and will be integrated into Mattel’s spring/summer Cars TV campaign. There will also be a dedicated website containing interactive such as games and competitions.

“We know that Cars is a franchise that boys in the U.K. absolutely love,” says Mike Stagg, vice president, retail, Disney U.K. “We are delighted with the support we have received from licensees and retailers for Fuel your Fun, which has enabled us to implement such an integrated and wide-reaching program.”

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