Dreamworks US lays out Megamind plans

Samantha Loveday

By Samantha Loveday

November 2nd 2010 at 12:52PM
Dreamworks US lays out Megamind plans

Promotions with McDonald's, Airheads and Chase Freedom all lined up to support movie.

Dreamworks Animation has unveiled a raft of marketing, licensing and promotional partners for upcoming movie, Megamind.

The film - which opens in the US on November 5th and in the UK on December 3rd - has attracted a range of big name partners, from McDonald's, HP and Intel through to financial services sponsor, Chase Freedom.

Notably, Chase Freedom has rolled out its first ever movie-themed ad execution, inspired by the signature blue of its corporate insignia, integrating creative elements from Megamind.

Dreamworks will be launching a global Happy Meal programme with McDonald's. In the US it will be offering eight toys via a promotion which includes themed packaging, point of purchase and exclusive online content from games and activities in McWorld. Meanwhile, in Europe, McDonald's is giving kids the chance to become the next hero of Metro City through Happy Meal, in-store and online activities.

Elsewhere, the Megamind publishing programme includes traditional storybooks from Penguin, colour and activity books from Dalmatian Press, comic books and graphic novels and a new digital book application.

HP and Intel have also been pushing Megamind through a variety of promotions, while Airheads has released themed six-packs of its signature chewy candy, as well as adding a variety of new flavours.

Master toy licensee Toy Quest has created a full line of toys from figures to vehicles, available exclusively at Toys R Us. The line includes six-inch action figures, collectable mini figures, a Walking Robot and a Deluxe Minion with lights and sounds.

THQ is also planning a number of video games.

"Front and centre to our programme are new offers from leading brands within the banking and hotel industries, alongside McDonald's global Happy Meal campaign and support from HP and Intel," said Susan Spencer, head of promotions and marketing services at Dreamworks.