First baby line based on hit franchise will launch across Europe, further strengthening the retailer’s licensing arm.
20th Century Fox Consumer Products and Lidl have strengthened their licensing relationship, revealing the launch of the first baby line for the hit Ice Age franchise.
Launching across Europe, Ice Age Baby at Lidl will incorporate character favorites Scrat, Sid, Peaches and Julien in their original pencil drawing form to give a softer look to the range.
Girl’s pieces will be available in an array of pinks, while boys can choose from navy blues, greens and stripes. The line is set to include long sleeve body suits, bedding and tights.
The range will be available in stores across Germany, Italy, Ireland, Northern Ireland, Czech Republic, Sweden, Slovakia, Hungary, Croatia, Slovenia, Switzerland and Romania, as well as available online in Germany, Netherlands and Czech Republic.
Sandra Vauthier-Cellier, svp consumer products EMEA for 20th Century Fox Consumer Products, said: “Following the success of our summer 2016 Ice Age promotion we are thrilled to once again partner with Lidl to launch a line for our littlest fans across Europe.”
The Ice Baby Baby launch comes on the heels of 20th Century Fox Consumer Products and Lidl comprehensive summer 2016 Ice Age promotion across Europe.
The franchise had a significant presence in Lidl stores with a wide range of over 90 licensed products – from DVDs to apparel and publishing – in 10,000 stores across 27 European countries. In several countries, the activation included TV ads, as well as support in print, instore, circulars, social and digital media.
Additional markets offered free Ice Age movie posters, as well as hosted competitions to win tickets either in-store or on social media.
Juergen Achenbach, vp international marketing at Lidl Stiftung & Co. KG, added: “For the second year in a row, we are delighted to be able to offer our customers a product range in partnership with Ice Age and 20th Century Fox Consumer Products.
“Lidl ‘is for everybody’ and in particular we provide families everything they need in convenient locations as a reliable partner in their everyday lives. With the Ice Age Baby range we especially want to make our littlest customers happy.”