Unless you’re allergic to potassium, you have probably noticed one of DreamWorks Animation’s creative promotions for Madagascar 3: Europe’s Most Wanted already as Dole Fresh Fruit Co. is doling out 100 million specially branded bananas with Madagascar stickers to ripen in stores across the country. The “Go Bananas” promotional campaign is just one of the unique ways DWA is hyping the film, which arrived in theaters June 8. So far, there doesn’t seem to be a “Go Nuts” promo—maybe Ice Age’s Scrat has dibs on that?
Madagascar 3 promo partners/items announced yesterday include Airheads candy, Blue Bunny ice cream, Children’s Claritin, Citi’s Citi Private Pass program, General Mills fruit snacks, House Foods America tofu, Kraft Jell-O, L’Oreal Kids shampoos & conditioners, Lowe’s Build and Grow clinics, McDonald’s Happy Meals, Snyder-Lance Sandwich Crackers, Sun-Maid Mini-Snacks, Zynga’s “Draw Something: Madagascar.”
Key merchandise licensees for the film include D3Publisher (videogame for Wii, 3DS, DS, Xbox 360 and Playstation 3; App for iPad, iPhone and iTouch), Hallmark (party goods, greeting cards and special holiday ornament), Penguin Books (storybooks), Dalmatian Press (color & activity books), Ape Entertainment (comicbook), iStoryTime (storybook app), Insight Editions (Art Of book) and Toys ‘R’ Us (in-store and online “World of Madagascar” boutiques, featuring new toys from Fisher-Price and full range of franchise products).
Read more about the film in the June issue of Animation Magazine, available now.