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

6:38 PM PST 03/31/2011 by Gregg Kilday
Universal

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.

To support the movie, about the Easter Bunny's rebellious teenage son, from Illumination Entertainment, the studio has lined up an international array of retailers, including Walmart in the U.S., Target in Australia, El Corte Ingles in Spain, hmv in the U.K. and Jay Jay's in South Africa.

In the U.S., Walmart has an exclusive partnership, marking the first time the company 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 Illumination Entertainment, following last year's Despicable Me, which grossed more than $540 million theatrically worldwide.

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