Madagascar Bites Off Over $100MM in Tie-ins

Two months before its premiere, brands are clamoring to promote DreamWorks Animation’s upcoming children’s film, Madagascar.

Already, the film has more than $100 million in promotional support from a number of partners and licensees, says Wendy Ryding, the head of national promotion for DreamWorks.

Scheduled to hit theaters May 27, the computer-animated movie tells the tale of four animals living in New York’s Central Park Zoo when they are taken to the exotic island of Madagascar. Once there, the native New Yorkers must learn how to survive.

“We’re thrilled with all the groups which we have contracted with for this particular project,” Ryding says. “We really wanted to go after different outlets. We hope consumers will respond.”

This month, General Mills plans to expand its multi-picture agreement with DreamWorks to feature Madagascar on millions of packages of its brand products, including Pillsbury, Betty Crocker, Big G, Pop Secret, Yoplait and Totino’s. A multi-million dollar TV campaign, radio programming, in-store support and FSIs will support the promotion. General Mills will also extend its presence online at Bettycrocker.com and Millsberry.com.

In addition, Hewlett-Packard plans an integrated Madagascar promo supported by a TV spot with custom animation, in-store and an online offer for downloadable activities and crafts.

Payless ShoeSource, in its first-ever film promotion with DreamWorks Animation, is selling collections of Madagascar shoes and accessories. In May, the retailer will kick off a TV spot, in-store and more in support of the film.

Also in May, Denny’s will theme its 1,600 restaurants with Madagascar merchandise and a specially themed menu. Merchandising will feature movie characters, kids premiums and a sweepstakes for family trips to zoos and other prizes. Internet materials, TV spots and in-store signage will support.

“The key thing is we really want to extend the brand,” Ryding says. “These partners all speak to that. We are very impressed with our partners’ abilities to implement a fully integrated program. [They] really embrace the film as an organization.”

Returning partner Ralphs grocery will run a movie ticket program, offering consumers two free movie tickets to Madagascar when they spend a specific dollar amount on highlighted products during the four-week promotion. Internet materials, TV spots, print ads and in-store radio ads will support.

Krispy Kreme will return for its second promotion, offering a Madagascar-themed doughnut, supported by an in-store campaign in retail stores nationwide. The doughnut retailer will also support in-theater activities and local p.r. events.

A number of licensing partners are teaming up with marketers at DreamWorks Animation to extend the Madagascar movie experience, ranging from storybooks and plush toys to footwear and apparel.

Activision will develop Madagascar video games for PlayStation2, the Xbox game system from Microsoft, Nintendo GameCube, Nintendo DS, Game Boy Advance and personal computers. The video games will coincide with the movie’s release and will be supported by a multi-million advertising campaign.

In addition, master toy licensee Hasbro will create a variety of plush items and produce a movie-themed Sorry! board game and puzzles. Hallmark also plans to introduce an array of Madagascar party goods and greeting cards.

NASCAR will support the film with characters on select vehicles. The “stars” will be featured on Tony Stewart’s No. 20 (The Home Depot car) in the May 21 race and on Bobby Labonte’s No. 18 (Interstate Batteries car) in the May 29 race, which will take place near Charlotte, N.C.