CULVER CITY, CA Muppets From Space will not want for creature comforts when it hits theaters July 23. The sixth live-action Muppet caper, produced by Jim Henson Pictures and Columbia Pictures, has signed Dublin, OH-based Wendy’s Restaurants and Travelodge Hotels of El Cajon, CA, as tie-in partners.
Wendy’s will run a six-week kids meals program in its 5,000-plus locations beginning July 26, with giveaways of Kermit, Miss Piggy, Muppets From Space lead Gonzo, and others. In-store materials including tray liners and bags will support. Travelodge will offer Muppet premiums through its Miles Guest Rewards Program, and support with in-room and lobby signage and media advertising.
Almost finalized is an in-theater program in which an undisclosed chain will sell a Muppets From Space kids pack (popcorn, drink, and premium). The goal is to get the program running before Memorial Day to capitalize on the traffic generated by Star Wars, according to Robyn Kerner, associate vp-marketing for the Jim Henson Co. Account-specific programs in supermarkets and drug stores are in the works “because you don’t get the kind of clutter there that you get in other venues,” says Kerner. Henson is working with Columbia parent Sony on a Web site as well, she says.
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