Fox Consumer Products plots 'Ice Age summer'

Global promotional campaign to co-incide with film release on July 13th; Toys R Us partnership detailed.
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Fox Consumer Products has hatched a plan to make Ice Age: Continental Drift as much of a hit at retail as it is in the movie theatres.

The licensor has unveiled a location-based strategy comprised of major retail partnerships and promotional programs designed to ensure consumer engagement.

A partnership with Toys R Us sees the specialist toy retailer become the ‘ultimate destination’ for Ice Age product in North America. In stores, special boutiques will provide consumers with the biggest collection of Ice Age products. The program will be replicated around the globe with localized versions in individual territories. A branded microsite will also be hosted at

The Toys R Us partnership follows two worldwide brand building experiences; an arena event; Ice Age Live! A Mammoth Adventure, and Ice Age: Dawn of the Dinosaurs – The 4-D Experience, which has been installed at various amusement parks around the world.

“The Ice Age films are among the most successful animated movies ever,” said Jeffrey Godsick, president of Twentieth Century Fox Consumer Products.

“Extending the brand into new channels, such as a live stage show, 4-D movie experience, amusement park attraction and global retail program allows consumers to immerse themselves deeper in the brand and allows us to build Ice Age into a year round franchise.”

The Ice Age product range includes plush from Just Play, figures from The Promotions Factory, a video game adventure from Activision, a series of children’s books from Harper Collins, games from Cardinal Industries, backpacks and lunch bags from Accessory Innovations and more.

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