Bazooka Candy Brands has teamed with DreamWorks Animation to produce a limited edition confectionery line based on How To Train Your Dragon 2.
The partnership will see the launch of a limited edition Dragon Berry tie-in flavor and themed wrapping for Bazooka’s top selling products including Jumbo Push Pop, Juicy Drop Pop, Baby Bottle Pop and Ring Pop.
The programme will be supported with a How To Train Your Dragon themed television and online advertising campaign, featuring an online Dragon racing game.
“How to Train Your Dragon 2 is set to be one of the biggest movie events of the summer, and the limited edition line will provide fans with another opportunity to enjoy this big animation debut beyond the theatre,” said Anthony Trani, vice president, marketing, Bazooka Candy Brands.
“We believe our collaboration with DreamWorks Animation for this release is a perfect fit as the fun characters and storyline fully resonate with the entertaining nature of our candy portfolio.”
To support the campaign, Bazooka has developed an interactive online experience, featuring original dragon games and activities, including Dragon Racers: The Dragon Berry Dash, a multi-level racing game putting kids in the drivers’ seat as Hiccup and Toothless race to rescue the other dragons of Berk.