Universal ties up with Walmart to promote Hop in US

MUMBAI: For the promotion of its new live action/CG-animated film Hop, Universal Pictures has assembled 92 promotional partners and licensees worldwide like Walmart, Burger King, Comcast, Hallmark, the Hershey Company and Kodak.

For the film about Easter Bunny‘s rebellious teenage son, from Illumination Entertainment, the studio has lined up retailers, including Walmart in the US, Target in Australia, El Corte Ingles in Spain, hmv in the UK and Jay Jay‘s in South Africa.

In the US, Walmart has an exclusive partnership, marking the first time the company has used a licensed property to brand a seasonal campaign. Universal‘s exclusive deal with Walmart marks first time that the retailer has used a licensed property to brand a seasonal campaign.

It is also the first time that partners such as Bolthouse Farms and licensees like Lima Sky have been involved in a film. Lima Sky‘s "Doodle Jump: Hop the Movie" app, which was released earlier this month, reached No. 1 in the iTunes App Store Top Free Apps chart in China, Germany, Austria, Russia, Australia and New Zealand. In the U.S., the app reached No. 2 as a Top Free App and it has garnered more than 3.2 million total global downloads since its release.

The total value in global support from partners and licensees equals more than $75 million, including $19 million in domestic television advertising, the studio said.

Comcast and Kodak are both featuring co-branded Hop television spots with custom animation from Rhythm & Hues, the same company that provided the animation for the film.

Hop is the second release from the Illumination Entertainment stable after last year‘s Despicable Me that grossed more than $540 million worldwide.

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