Universal Partnerships & Licensing is teaming up with some of the world's most renowned brands for the hotly tipped July launch of Despicable Me.
UP&L has secured over $254 million in total global media value from key marketing partners including McDonald's, along with over 100 licensing and international promotional partners.
Major global licensing partners include Gameloft, Thinkway Toys and Hasbro.
The original Despicable Me grossed more than $543 million worldwide and is the tenth highest grossing animated motion picture in US history. Internationally, it opened at number one in 39 territories, grossing more than $292 million overseas.
Highlights of the programme for Despicable Me 2 include Minions invading 34,000 McDonalds restaurants worldwide with elements including custom TV spots, premiums and roof inflatables in select key markets.
The programme will include Despicable Me 2 Happy Meals in North America, Europe, Asia, Latin America, Middle East and Australia/New Zealand.
Adhesive firm UHU has selected the Minions to take charge of its 2013 back to school campaign in over 70 territories, while Kellogg's will add the Minions to five of its most popular cereal brands across 15 countries.
"Despicable Me's Gru, his girls and the unpredictable Minions resonated with audiences everywhere and helped us gain support from some of the world's most popular brands heading into the sequel to Illumination's blockbuster hit," said Stephanie Sperber, president of UP&L.
"Chris [Meledandri] and his team created characters that people of all ages can be excited about, which is why this next instalment in the franchise is one of the most anticipated of the summer and why Universal is back in the toy business for the first time since releasing King Kong."
Want to receive up to the minute licensing industry news straight to your inbox? Click here to sign up for the free Licensing.biz Daily Digest and Newsflash services. You can also follow Licensing.biz on Twitter and Facebook.