Nickelodeon, New York City, has secured more than $100 million in promotional support for the first movie combining two of its TV series.
Rugrats Go Wild, featuring characters from The Rugrats and The Wild Thornberries opens June 13. Partners on board include Burger King, Blockbuster, Quaker Oats, Embassy Suites Hotels, Skippy Peanut Butter, M&M Mars, Kid Cuisine, Sunkist and Valpak.
From June 2 to June 29, Miami, FL-based BK will sponsor an Odorama promotion that gives kids 20 million scratch-and-sniff cards with their kids meals to bring to theaters. The card scents match numbered scenes in the movie that kids can smell as they watch. The cards will also be available at Blockbuster stores. And kids meals will contain movie-themed toys.
Meanwhile, Quaker Cereals will carry a sweeps across 50 million packages, awarding five kids and their families a trip to the Embassy Suites hotel in Puerto Rico. TV spots and online activity support. This month, Chicago-based Quaker unleashes a limited edition Rugrats Go Wild Capn’ Crunch Berries cereal. Embassy Suites, Memphis, TN, is also offering Nick Summer Trip Packs featuring a gift for children when families check in at Embassy hotels from May 22 through Sept. 28.
Elsewhere, Omaha, NE-based ConAgra Foods’ Kid Cuisine will launch six themed packages and two limited-edition meals with film characters. On June 2, Kid Cuisine launches the Ultimate Island Adventure sweeps giving away a trip to Jamaica. TV spots support. Sunkist Growers piggybacks the effort with the chance to win a $20,000 summer safari. Starting May 12, produce P-O-P displays will feature film characters.
Englewood Cliffs, NJ-based Unilever Bestfoods’ Skippy will offer Rugrats Go Wild bobbleheads during June and July with two UPCs. Valpak is sponsoring a sweeps on 42 million of its mailings through May 19. Winners score trips to the Nick Studios in Orlando, FL. Paramount Pictures distributes the film.
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