Partnership:

THE SMURFS 2 and Schleich

Description:
Sony Pictures Entertainment and Schleich partnered with one another and created a wide arrange of promotions for the movie, THE SMURFS 2. The character, Hackus, played an intricate role on Schleich`s website. In the movie, Hackus was one of the Naughties, and the website reflected the Naughties` naughty behavior by having the entire website colored gray. The only way viewers brought the color back was to click on Hackus. Schleich created a wide selection of figurines of the characters from the movie such as Papa Smurf, Gargamel and Azrael, Vanity, Smurfette, and the Smurf movie set. In addition to the physical toys, Schleich created mini-games of THE SMURFS 2 like Paris, where players used their memory to find the matching matching pairs. The Sliding Puzzle game required players to place the picture back together and a quiz that determined what Smurf the person was like. Viewers of the website were able to send their friends and family e-cards that featured the lovable Smurfs. Finally, with the help of Photocomposition, Schleich created a Smurfs Application for iPhone and Andriod that allowed users to take a picture of themselves and insert a Schleich Smurf figurine into the photo so it looked as though the Smurfs took a picture with them. The users were able to save, share, and discard them. THE SMURFS 2 flashed into theaters on July 31st, 2013.
Partnership Opportunity:
THE SMURFS 2/Theatrical
Company:
Sony Pictures Entertainment
Partner/Category:
Schleich /Toys
Timing:
July 3rd Quarter 2013
Target:
Male
Female
Preschool
Kids (6-11)
Tweens
Teens
Family
Adults 18-24
Adults 25-34
Adults 35-44
Adults 45-54
Adults
Promotional Elements:
Media Elements:
Created On:
2020-11-30
Last Modified on:
2019-04-26
Companies Involved
Sony Pictures Entertainment
Tuck

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