TWENTIETH CENTURY FOX
CONSUMER PRODUCTS AND
TOYS“R”US®
PARTNER TO CREATE ICE AGE
HEADQUARTERS
Toys“R”Us® is the coolest place on
Earth this summer with an exciting retail campaign that will turn its stores
nationwide into the ultimate ICE AGE
destination. The program launches on July 1, weeks before the eagerly
anticipated July 13 premiere of the franchise’s fourth film installment, Ice Age: Continental Drift. The retailer will carry everything from an
exclusive toy line to board games, books and more.
Toys“R”Us will support the program with
specially designed ICE AGE branded
boutiques in its stores across the country to bring to life the comedy and
lovable characters that fans have come to adore. The boutiques will provide
fans with the most complete collection of ICE
AGE products, including exclusive plush and figures, the latest video game
from Activision, a full series of children’s books from Harper Collins, board
games from Cardinal, backpacks and lunch bags from Accessory Innovations and
much more.
“As parents and kids eagerly await the theatrical release of Ice
Age: Continental Drift, we’re excited to
serve as the go-to destination for all the toys, games and more based on the latest installment in this family-favorite
movie series,” said Jamie Uitdenhowen, Vice President, Divisional
Merchandising Manager, Toys“R”Us, U.S. “We’ve worked
closely with Fox Consumer Products and leading manufacturers to offer a
brand-new, differentiated product assortment and a dedicated online destination
to help ICE AGE fans of all ages bring the fun of the on-screen flick to
their living rooms.”
The program is highlighted by innovative toys
based on core characters - Scrat, Manny, Sid and Diego - from Just Play, LLC,
such as the animated Sid and Scrat plush, whose bones “crack” when squeezed.
The Just Play line also features Movie Moment Plush two-pack items, allowing
fans to reenact their favorite scenes from the film. The
Promotions Factory will also introduce an exclusive toy lineup with a wide
range of play sets and figures, including 2-packs and 3-packs of 2-inch
non-articulating figures and single blister 4-inch articulated action figures.
The Pirate Ship play set, which plays off the storyline of the new film, will
have consumers interacting with their favorite characters like never before.
This program also includes a robust online
campaign. Fans can visit www.Toysrus.com/IceAge, a central online
destination for everything ICE AGE,
to purchase their favorite toys, as well as access the movie trailer and
exclusive downloadable coloring pages.
The retail program will tie in with Ice Age Online, the film’s official
online game from Bigpoint, rewarding customers who spend more than $20 on ICE
AGE merchandise with a $5 in-game currency gift card to be used at
IceAgeOnline.com. This limited-time offer will run for two weeks starting on
July 15.
“This summer’s release of Ice Age: Continental Drift is going to be one of the biggest film
events of the summer and we wanted to support the release with one of our
biggest retail campaigns ever for the franchise,” said Jeffrey Godsick,
President of Twentieth Century Fox Consumer Products. “Toys“R”Us is going to
provide fans across the country with an interactive, one-stop destination to
purchase all the latest ICE AGE product.”
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---GIVEAWAY---
One lucky reader will win Shivering Scrat Plush Doll and a Captain Gutt small beans plush toys, thanks to Toys R Us and Twentieth Century Fox Consumer Products. To enter, please complete the entries on the Rafflecopter form below. Good luck!
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About ICE AGE:
With over $4 billion in box office, home
entertainment and consumer products sales, the ICE AGE franchise is a perennial hit. The next theatrical
installment, Ice Age: Continental Drift,
arrives in theaters in 3-D July
2012. Fans will follow Scrat’s nutty pursuit of the cursed acorn, which he’s
been after since the dawn of time, with world-changing consequences – a
continental cataclysm that triggers the greatest adventure of all for Manny,
Diego and Sid. In the wake of these upheavals, Sid reunites with his
cantankerous Granny and the herd encounter a ragtag menagerie of seafaring
pirates determined to stop them from returning home. The film features a
returning cast voiced by Ray Romano, John Leguizamo, Denis Leary, Seann William
Scott, Josh Peck, and Queen Latifah, along with new characters voiced by
Jennifer Lopez, Nicki Minaj, Drake, Peter Dinklage, Wanda Sykes, Keke
Palmer, Nick Frost, and Aziz Ansari, among others.
About Twentieth Century Fox Consumer Products:
A recognized industry
leader, Twentieth Century Fox Consumer Products licenses and markets
properties worldwide on behalf of Twentieth Century Fox Film Corporation,
Twentieth Television and Fox Broadcasting Company, as well as third party
lines. The division is aligned with Twentieth Century Fox Television, one of
the top suppliers of prime time entertainment programming to the broadcast
networks.
About
Toys“R”Us, Inc.:
Toys“R”Us, Inc. is the world’s leading dedicated
toy and juvenile products retailer, offering a differentiated shopping
experience through its family of brands. Merchandise is sold in 874 Toys“R”Us
and Babies“R”Us stores in the United States and Puerto Rico, and in more than
625 international stores and over 145 licensed stores in 35 countries and
jurisdictions. In addition, it exclusively operates the legendary FAO Schwarz
brand and sells extraordinary toys in the brand’s flagship store on Fifth
Avenue in New York City. With its strong portfolio of e-commerce sites
including Toysrus.com, Babiesrus.com, eToys.com and FAO.com, it provides shoppers with a broad online
selection of distinctive toy and baby products. Headquartered in Wayne, NJ,
Toys“R”Us, Inc. employs approximately 70,000 associates annually worldwide. The
company is committed to serving its communities as a caring and reputable
neighbor through programs dedicated to keeping kids safe and helping them in
times of need. Additional information about Toys“R”Us, Inc. can be found on Toysrusinc.com. Follow Toys“R”Us, Babies“R”Us and FAO Schwarz
on Facebook at Facebook.com/Toysrus, Facebook.com/Babiesrus and Facebook.com/FAO and on Twitter at Twitter.com/Toysrus and Twitter.com/Babiesrus
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