TWENTIETH CENTURY FOX CONSUMER PRODUCTS AND TOYS“R”US® PARTNER TO CREATE ICE AGE HEADQUARTERS
Toys“R”Us is the Ultimate Destination for Exclusive Ice Age: Continental Drift Toy Line In Addition To Children’s Books, Video Games and More
Century City, Calif. (July 2, 2012) – 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 console 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 all across the country with an interactive, one-stop destination to get all the latest ICE AGE product.”
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.
Twentieth Century Fox Consumer Products
Brian Reinert/Michael Clark