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'Hop' Generates More Than $75 Million in Marketing Partnerships

6:38 PM PDT 3/31/2011 by Gregg Kilday

Universal's exclusive deal with Walmart marks first time that the retailer has used a licensed property to brand a seasonal campaign.

To promote its new live action/CG-animated movie Hop, which opens Friday, Universal Pictures has assembled a total of 92 promotional partners and licensees worldwide including Walmart, Burger King, Comcast, Hallmark, the Hershey Company and Kodak.

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