Twentieth Century Fox Consumer Products has secured a swathe of new licensing deals for its hit animated film franchise, Ice Age.
Coinciding with the latest installment in the film series, Ice Age: Collision Course, FCP has signed new partners across digital games, food brands and fan experiences across the European market.
Among which, Fox has recently launched an extensive promotion with Chipicao to run Ice Age: Collision course themed packaging across its ranges of baked croissants, biscuits and cakes.
Each will feature a collectable Tazo inside, and with 100 to collect, including 10 special metallic edition, it is expected to be a big driver across the food category.
Meanwhile, the Italian supermarket chain Esselunga has selected Ice Age to be part of its annual Community Programme for Schools. The campaign will run across the chain’s network of more than 150 supermarkets and superstores.
Elsewhere, popular family ski resort Les Carroz will launch an Ice Age experience during the 2016/2017 ski season.
The first of its kind partnership will feature the opening of an Ice Age zone where children will engage with an Ice Age themed area with après ski activities including sledging and rubber rings.
Fox has also detailed its plans to maintain brand awareness through new digital intiatives that includes the recent launch of the new digital games Ice Age World and Ice Age Arctic Blast, allowing players to explore locations from the movies.
Sandra Vauthier-Cellier, SVP EMEA, Twentieth Century Fox Consumer Products, said: “It is thrilling to see the Ice Age franchise continuing to flourish and reaching new heights across the EMEA region.
“As we build up to the DVD launch of Ice Age: collision Course, we are confident these activities and high profile promotions will generate excitement and further cement Ice Age’s position as a true evergreen franchise.”