Universal serves up Halloween treat with Minions and Universal's Monsters mash-up

For the first time in the studio’s history, Universal’s world of Minions and Monsters are colliding in a unique new style guide inspired by the legendary tales of each of the iconic monsters’ backstories.
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Monster Minions Costume Characters[1]

Universal Brand Development is preparing a Halloween treat for fans of both the Minions and its Universal Monsters IP with a new mash-up for this spooky season.

For the first time in the studio’s history, Universal’s world of Minions and Monsters are colliding in a unique new style guide inspired by the legendary tales of each of the iconic monsters’ backstories.

According to Universal Brand Development’s vice president of franchise and marketing, EMEA, Becki Fleming, the mash-up will look to leverage both the heritage of the Universal U Vault with the Minions - modern icons of popular culture.

It will “create a fun, seasonally relevant consumer narrative for Halloween” as well as as an “family-friendly entry point” into the Monster genre.

“The Minions have become modern icons of popular culture and by leveraging the great heritage of the Classic Universal Monsters, we have produced a fresh new look to the brand,” Fleming told Licensing.biz.

“This is the first time we have created a mash-up of our Universal IP, and while the style guide is perfect for Halloween - bringing in a new ‘scary fun’ element to our consumer product portfolio, this can be used all year round, tapping into the broad appeal for the Monster genre.”

The new look has been developed as consumer self-expression continues as a key trend for 2018 and 2019. The brand itself is tipped to  remain top of mind among families and children throughout 2019 with new Despicable Me content and franchise themes landing this year and next.

The new style guide is just part of a host of new activity planned for Minions as Universal builds awareness ahead of the release of Minions 2 in 2020. The property continues to perform well across fashion, novelty lines, plush, FMCG and health and beauty categories.

“Despicable Me as a franchise is unique in that it is truly an all-audience brand and performs particularly well in the consumables and fashion categories,” added Fleming. 

“We are developing new franchise themes in 2019 around seasonal activations and key breakout characters, such as Banana Day in April, Fluffy the Unicorn and Minions Monsters along with more unique collaborations.”

The Universal Minions and Monsters mash-up will play a key role in highlighting the studio’s commitment to “position Despicable Me as a self-expression and pop culture brand.”

Universal Brand Development first introduced two of its Monster Minions at Brand Licensing Europe earlier this month with two new costume characters: Monster Bob and Mummy Stuart. Already proving a hit for character meet and greets.

The new style guide is available via Mediabox and is primed to give all licensees a head start in the trick or treating for next Halloween.

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