20th Century Fox teamed up with Toys R Us for the theatrical release of ICE AGE: CONTINENTAL DRIFT. Toys R Us carried exclusives that included a toy line, plush and figures as well as the latest video game from Activision, a full series of children’s books from Harper Collins, board games from Cardinal, backpacks and lunch bags from Accessory Innovations and more. The retail program also tied in with Ice Age Online, the film’s official online game from Bigpoint, rewarding customers who spent more than $20 on ICE AGE merchandise with a $5 in-game currency gift card. ICE AGE: CONTINENTAL DRIFT release in theaters July 13, 2012. http://www.licensemag.com/licensemag/Entertainment/TRU-Cools-Off-with-Ice-Age/ArticleStandard/Article/detail/780006