I loved the new Shrek Forever After movie. But I was very sorry to see that the lovable big green ogre is not just living happily ever after over in Far Far Away. He is all over the mall selling everything from credit cards and breakfast cereal to junk food and greeting cards to kids and their families. It even includes “limited edition “Ogre Green” filled Twinkies.”
The press release from Dreamworks, explains that Shrek has a wide range of “partners.”
This is of course just another way to help make more money for the studio. But it is detrimental to the integrity of the product itself to commercialize it this way and it is particularly regrettable when it is attached to products that are unhealthy for children.
The press release:
“We are thrilled that ‘Shrek Forever After’ is prominently featured in the campaigns of such a prestigious group of industry-leading brands, which span retail, licensing, technology, online, social networking and packaged goods,” said Anne Globe, Head of Worldwide Marketing for DreamWorks Animation. “Our strategic partners have lent an unprecedented level of support to the final film in the Shrek series.”
Among the “Shrek Forever After” promotional partners and licensees are:
Gamers team up with their friends in the ultimate Shrek video game to defeat the crafty Rumpelstiltskin and his army of witches, in an expanded look at events from the film. Up to four players simultaneously take on the role of Shrek, Fiona, Donkey and Puss In Boots in an effort to out-smart, out-fight and out-play the devious Rumpelstiltskin and his army of bad guys.
Ad Council/US Forest Service
Shrek is featured in TV, radio outdoor, and web banners in support of the Ad Council/US Forest Service’s PSA campaign titled “Reconnecting Kids with Nature.”
Blue Bunny’s Shrek-shaped ice cream bar treats will be available on all mobile ice cream trucks throughout the summer.
ConAgra Foods’ Kid Cuisine consumers can win prizes themed to “Shrek Forever After” – including a grand prize trip to Universal Studios Hollywood to meet Shrek – if they find a green tray inside specially-marked Shrek-themed boxes. The program is supported with TV spots, digital banner ads and an online presence.
A number of General Mills brands, including cereal (with in-pack premiums), fruit snacks, Go-Gurt, Green Giant, Betty Crocker and Bisquick, are featured in the “Shrek Forever After” program at retailers nationwide. The program is supported with TV spots and a national FSI.
Hallmark, the world’s largest producer of social expression stationery, produced fun-filled party goods, as well as humorous and innovative greeting cards based on “Shrek Forever After.”
The toy giant Hasbro offers a line of classic Shrek games and puzzles, including the hugely successful Shrek Operation game.
Four of Hostess’ iconic products, including 100 calorie packs and limited edition “Ogre Green” filled Twinkies®, feature custom Shrek-themed packaging. The program also includes in-store displays, online banner ads, an email blast and a microsite online. Consumers can play a daily online game for a chance to win a Flip MinoHD™ video camera and enter into the sweepstakes for the chance to win a grand prize of a “Happily Ever After Vacation” valued up to $10,000.
Hewlett-Packard launched a “Keep Forever Green” campaign that promotes environmentally friendly products, which launched on Earth Day on Amazon.com with additional placement throughout the month. Events and in-store Shrek Experiences were created at Nebraska Furniture Mart locations and with POP/FSI support at Ultimate Electronics. Printable downloads are available online via HP Creative Studio, HP Direct and through email blasts.
Five skus of different Langers juices will feature Shrek on-pack plus a chance to get a free “Shrek Forever After” Video Game for Nintendo Wii and other Shrek-themed items.
McDonald’s launches a major global promotion in support of “Shrek Forever After.” Focusing on the great taste and appeal of fruits and vegetables, McDonald’s is encouraging kids to “Shrek Out” their Happy Meal® in more than 100 countries with menu options like fruits, vegetables, low-fat dairy and fruit juices. This new Shrek-themed promotion reflects McDonald’s ongoing commitment to kids and families and making these foods fun for kids to eat. In North America, on May 18, 2010, McDonald’s kicked off its All-Family Event, featuring Chicken McNuggets®, made with white meat, Shrek-themed glassware, a limited-edition Arch Card®, digital rewards and a Happy Meal promotion featuring Shrek-themed Apple Dippers, low-fat Milk and Shrek character talking toys and watches.
The maker of premium nail polish offers six limited-edition Shrek-themed nail lacquers – among their first-ever entertainment promotions – as part of their new Brights Collection. OPI supports the program with print ads in top fashion, beauty and entertainment outlets and POS displays in nail salons, at beauty supply stores and online.
Penguin offers a variety of storybooks based on “Shrek Forever After.”
Playmates, the master toy partner on “Shrek Forever After,” offers a full array of toys ranging from figures, plush, dolls and role play toys.
Rubies Costumes continues to bring the fun of Shrek to life with Halloween costumes for children and adults alike.
Sanders Art Studio
The DreamWorks Fine Art Program offers consumers high-end collectible art with classic images from the Shrek film series.
In a first-of-its-kind entertainment promotion, the Vidalia Onion Committee promotes the original sweet onion in conjunction with the release of “Shrek Forever After.” The program includes extensive produce aisle consumer materials, an in-store radio drive, an online consumer contest, and a national print and radio campaign. The “Shrek Forever After, Vidalias Forever Sweet” Ogres & Onions campaign also features Shrek-tacular, kid-friendly Vidalia recipes and in-school messaging promoting healthy eating with Vidalia onions.
A special Two for the Price of one ticket offer to see “Shrek Forever After” is available through Fandango.com for Visa Signature Cardholders. The program was promoted via on-line banner ads and radio.
Vtech continues to feature Shrek in new key hardware systems and will launch the character Shrek on the MobiGo & FLiP platforms.
For more information, please visit www.dreamworksanimation.com/shrek