A recent cinema campaign featuring Renault and Ubisoft's Rabbids characters is aiming to move the brand out of the video games arena, and down traditional consumer products avenues.
The Rabbids starred in ads for Renault's Grand Scenic, showing throughout the summer before screenings of movies including Toy Story 3 and Shrek Forever After.
Ubisoft says that the partnership is a key part of its plans to expand the Raving Rabbids brand into sector such as toys and apparel.
"Since 2006, the brand has established itself as the fun, family friendly property in Ubisoft's portfolio, so they were the obvious choice when attaching to a family car such as the Renault Grand Scenic," Ubisoft brand manager, Ombeline Wallon explained to sister title, MCV. "We are now looking to broaden the appeal of the Rabbids outside of games in sectors such as toys and clothing.
"It is key to position them as fun, cute and crazy characters who can live in areas other than video games."
The partnership with Renault is a continuation of a deal signed in April 2009.