Minions: The Rise of Gru – the long-awaited next instalment of the most successful animated franchise in history – is set to hit cinemas across the globe in July 2022.

Universal Brand Development (UBD) has pulled out all the stops to support the feature film with global toy partners Mattel and The Lego Group. The toy collection will feature fresh looks of action figures, construction sets, electronics, plush, collectibles and playsets. Other partners include Topps, Asmodee, Ravensburger, Clementoni, Posh Paws, Danilo and Boxine.

Minions set to return to the big screen in Summer 2022

During last year’s lockdown, Minions’ global popularity in the international grocery sector, which remained open, kept the characters front-of-mind for a world in need of the joy and subversive humour that defines the brand. The franchise has shown continued strength throughout Europe in FMCG, food, personal care and beauty categories and UBD is planning a broad-based programme in several categories with Yazoo, Brioche, Pez, Danone, Volvic, Perfetti Van Melle, Colgate, Avon, BIP and Glamglow. Softlines will also be a focus as Minions: The Rise of Gru sparks further interest in the franchise. 

Minions set to return to the big screen in Summer 2022

With a roster of local agents around the globe, UBD is taking a tailored approach to retail activations and licensing and merchandising opportunities. Last summer, it developed a series of online-only events and promotions including the Free the Fun digital pop-up event in the UK that included giveaways and prizes that enlisted grocers including Aldi, Asda, Sainsbury’s and Tesco, as well as toy chains Smyths Toys Superstores, The Entertainer and Hamleys. Leading up to the film’s release, UBD’s promotional and marketing efforts will be doubled as the pent-up demand and anticipation for all things Minions is expected to be huge. 

With continual investment and innovation, UBD is dedicated to giving its roster of global retail and licensing partners the support and backing they need to continue to make Minions an unstoppable global phenomenon to an adoring worldwide audience.

Minions: The Rise of Gru explores the origin story of young Gru and his Minions, giving us a first-hand look at how they became the world’s most despicable team. The film stars Oscarnominee Steve Carell returning in the role of Gru and features a new cast of stars including Oscarwinner Alan Arkin, Taraji P. Henson, Jean-Claude Van Damme, Lucy Lawless, Dolph Lundgren and Danny Trejo. The film also features Russell Brand, Michelle Yeoh and Oscarwinner Julie Andrews. 

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