DreamWorks Animation Announces Show-Stopping Promotional Partners & Licensing Support For Madagascar 3: Europe's Most Wanted

Dole "Goes Bananas" with Unique Movie-Themed Promotion Featuring 100 Million Specially-Branded Stickers in Retailers Nationwide

Jun 04, 2012, 09:15 ET from DreamWorks Animation SKG, Inc.

GLENDALE, Calif., June 4, 2012 /PRNewswire/ -- DreamWorks Animation SKG, Inc. (Nasdaq: DWA) today announced its show-stopping promotional partners and licensing support for its upcoming 3D feature film, Madagascar 3: Europe's Most Wanted, in theaters on June 8, 2012.  In a first-of-its-kind program for the studio, Dole "goes bananas" with its unique movie-themed promotion featuring 100 million specially-branded stickers appearing on bananas in retailers nationwide.

"Our fun-loving 'Go Bananas' promotion with Dole pays homage to Madagascar 3: Europe's Most Wanted's hilarious aviator monkeys, who launch rapid-fire banana missiles from their makeshift airplane in an effort to save the day," said Susan Spencer, DreamWorks Animation's Head of National Promotions and Marketing Services. "When the world's favorite Zoosters adorn stickers on 100 million bananas across the country, consumers will be reminded of the memorable and action-packed sequence from the film. Dole is just one of many promotional partners and licensees who have come to the table in unique and creative ways for the launch of our 3D film on June 8th."

Promotional partners featured in DreamWorks Animation's Madagascar 3: Europe's Most Wanted campaign include:


Leading confectioner Airheads offers two all-new Madagascar 3: Europe's Most Wanted themed flavors of their signature chewy candy inspired by the movie: "Tutti Frutti" and "Strawberry Banana," which are available for a limited time in themed packaging.  Airheads is supporting the film with a dedicated television commercial, in-store displays and a contest which will award the winner with a hometown screening of Madagascar 3: Europe's Most Wanted.  Visit www.airheads.com for more information. 


Ice cream maker Blue Bunny is creating a custom, tropical punch and orange flavored Madagascar 3: Europe's Most Wanted Penguin ice cream bar, complete with gumball eyes.  This film-inspired frozen treat is available exclusively through local ice cream vending trucks throughout the U.S.


As part of the first-ever entertainment product tie-in, the makers of Children's Claritin® releases customized packaging on their Grape Chewables and Grape Syrup products featuring free Madagascar 3: Europe's Most Wanted themed stickers.  Additionally, a "Free Movie Ticket Offer" promotion is being administered with a purchase at Walgreens.  On its Facebook page, the makers of Children's Claritin® is also offering a free, downloadable Madagascar Inspired Circus Activity Guide and a Madagascar themed "Circus Stackers" game.  The makers of Children' Claritin supports the film with online, television and print advertising, as well as a social media program.


Citi joins together with Madagascar 3: Europe's Most Wanted to offer a very special experience through its Citi Private Pass program: two private cardmember screenings of the film, taking place in Los Angeles and New York City.  Visit http://www.citiprivatepass.com/landing/madagascar_3.html for more information.


Dole readies to "Go Bananas Every Day™" this summer with a unique program featuring 100 million specially-branded stickers on Dole Bananas nationwide.  These custom Madagascar 3: Europe's Most Wanted stickers feature a QR Code directing customers to a site that links to the all-new "Madagascar: Join the Circus" mobile game.  Dole will partner with Walmart for a first-of-its-kind cross-promotion in the produce department.  PR, online, mobile and social media will help support the "Go Bananas" campaign.


Madagascar 3: Europe's Most Wanted is aligning with General Mills for film-themed packaging featuring fruit-flavored snacks in the shape of the film's beloved Penguin characters. 


House Foods America, America's leading tofu producer, is launching a new family-friendly promotional campaign in conjunction with Madagascar 3: Europe's Most Wanted. House Foods is featuring the Zoosters on 14 individual tofu products and promoting a "Mad About Tofu Recipe Contest" for which the grand prize is a trip for four to Europe. Additional support from House Foods includes outdoor billboards and double-decker bus wrap ads, in-store, print/online ads, and social media.


For the first time, JELL-O gelatin is introducing a movie character-themed mold, featuring six different characters from Madagascar 3: Europe's Most Wanted, as part of their JELL-O JIGGLERS line. JELL-O is also supporting the film with themed packaging for two separate dry desserts as well as advertising in-store and social media. Macaroni & Cheese fans can also get in on the Zooster fun with pasta in the shape of five characters from Madagascar 3: Europe's Most Wanted featured in themed packaging.  Kraft will support the initiative with social media.


The world's largest cosmetics and beauty company is creating four Madagascar 3: Europe's Most Wanted inspired Kids shampoos and conditioners, with circus-themed floor and shelf displays at retail.  Additionally, L'Oreal Kids will offer an online sweepstakes to win a Madagascar circus-themed bedroom makeover.


Lowe's Build and Grow clinics celebrate the "Summer of DreamWorks" as part of their first-ever entertainment tie-in, featuring six different themed clinics highlighted by two Madagascar 3: Europe's Most Wanted weekends.  Lowe's has also partnered with NASCAR for a movie themed racecar, to be driven by Jimmie Johnson at Dover race weekend 2012 on FOX.  Lowe's will provide additional support with in-store POS, retail SKUs and online promotion.  For more information, visit lowes.com/buildandgrow.


In conjunction with the release of Madagascar 3: Europe's Most Wanted, McDonald's is launching a global Happy Meal® program in the majority of its 119 markets worldwide that highlights the importance of balanced eating and fun play with six circus-themed toys, a custom-created animated television commercial and in-restaurant and online integration. At participating McDonald's. While supplies last. Ask about special toys for children under 3 at participating U.S. McDonald's. ©2012. 


Lance® Sandwich Crackers is launching its new partnership with Madagascar 3: Europe's Most Wanted.  As part of the campaign, the Lance Big Top Sweepstakes will be promoted on Lance® sandwich cracker homepacks and the Lance Snacks Facebook page between May 1 and July 2.  Consumers will be able to enter for a chance to win a grand prize: one trip for a family of four to New York City.  Contest entrants will also have the opportunity to instantly win Madagascar 3: Europe's Most Wanted video games or free movie passes.  Additional support from Lance includes in-store displays and floortalk decals, digital banners and a customized promotion and fan giveaway on the 5 Minutes for Mom online mom community.


The world's largest processor of raisins and dried fruits, Sun-Maid is creating custom Madagascar 3: Europe's Most Wanted packaging on 6-packs and bags of Mini-Snacks, featuring QR codes that direct consumers to film-related fun.  Sun-Maid is also promoting a special sweepstakes to win a "Roar and Snore Safari Sleepover" for four at the San Diego Zoo Safari Park or one of 100 copies of The Complete Madagascar Collection DVD set.  Other support includes a national FSI, a full page print ad in Fitness Magazine and online integration.


DreamWorks Animation's ongoing strategic partnerships with both Hewlett Packard and Intel Corporation contributed to the production and launch of Madagascar 3: Europe's Most Wanted by providing the technology that permits the studio's artists to deliver the most visually rich and compelling animated movies possible.


Zynga's wildly popular "Draw Something" app is getting the Zooster treatment with the all-new "Draw Something: Madagascar," featuring four unique Madagascar-themed words that players can draw.  In addition to words, the tie-in features Madagascar 3: Europe's Most Wanted ad banners and video trailers that "Draw Something" players can explore.

Key merchandise licensees featured in the Company's Madagascar 3: Europe's Most Wanted campaign include:


Madagascar 3: Europe's Most Wanted apparel is being sold into all tiers of retail.  The collection focuses on Boys tees, Girls tees, Backpacks and Sleepwear and features the lovable characters from the film.


D3Publisher is releasing Madagascar 3: The Video Game for Nintendo's Wii™ system, Nintendo 3DS™ hand-held system, Nintendo DS™ hand-held system, the Xbox 360® video game and entertainment system from Microsoft, and PlayStation®3 computer entertainment system in conjunction with the theatrical debut of the movie. D3Publisher also released an all-new circus-building app called Madagascar: Join the Circus! for iPad, iPhone, and iTouch. The app allows players to become the Ringleader of a one-of-a-kind traveling show that tours Europe on its way home to New York City.


Hallmark will have an exciting line of Madagascar 3: Europe's Most Wanted themed party goods, greeting cards at various retailers and a special holiday ornament at their Hallmark Gold Crown stores.


The Madagascar 3: Europe's Most Wanted publishing program covers a broad spectrum of fun formats for various age levels and interests, including traditional storybooks from Penguin Books, color and activity books from Dalmatian Press, a comic book from Ape Entertainment, a digital storybook app from iStoryTime, and an Art Of book from Insight Editions.


"World of Madagascar," a new brand featuring toys from Fisher-Price®, as well as a full range of products inspired by the beloved Madagascar franchise is now available exclusively at Toys"R"Us locations and online stores around the world. Dedicated in-store and online boutiques will host an expansive collection of offerings including action figures, vehicles, plush, games, play tents, books, DVDs, kids' furniture, education software and backpacks.

About DreamWorks Animation

DreamWorks Animation creates high-quality entertainment, including CG animated feature films, television specials and series, live entertainment properties and online virtual worlds, meant for audiences around the world. The Company has world-class creative talent, a strong and experienced management team and advanced filmmaking technology and techniques. DreamWorks Animation has been named one of the "100 Best Companies to Work For" by FORTUNE® Magazine for four consecutive years. In 2012, DreamWorks Animation ranks #14 on the list. All of DreamWorks Animation's feature films are now being produced in 3D. The Company has theatrically released a total of 23 animated feature films, including the franchise properties of Shrek, Madagascar, Kung Fu Panda and How to Train Your Dragon.

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SOURCE DreamWorks Animation SKG, Inc.