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Universal powers Fast & Furious into retail

CP programme kicks off with series of fan events and activations at UK retailers.

Universal Brand Development has screamed into retail with a heavyweight consumer products programme surrounding the Fast & Furious franchise.

Coinciding with the theatrical release of The Fate of the Furious – the eighth chapter in the saga and the biggest global movie opening of all time grossing $532 million – visitors to Toys R Us in Leeds, Peterborough, Oldbury and Ipswich were invited into Dom Toretto’s Garage. This is a unique experiential store-in-store concept where they were able to create their own high-octane Fast & Furious-inspired action scenes using global master toy licensee Mattel’s Fast & Furious Filmmaker app.

The app allows younger fans of the franchise to climb into the director’s chair and record their own Fast & Furious clips using Mattel’s Fast & Furious Street Scenes play-sets and die-cast vehicles.

Dom Toretto’s Garage will visit Toys R Us in Brent Cross, London on Sunday April 23, and Universal Brand Development now plans to extend the consumer experience in partnership with other retailers later this year.

Also out on the road is the The Fate of the Furious Pop Up Shop.  Developed in alignment with Universal Pictures, an upturned Fast & Furious stunt vehicle is currently making pit stops at six major shopping centres and mainline train stations across the UK, spending four days at each location.

The retail pop up sits neatly alongside the stunt ready to respond to the ever-growing consumer demand for official Fast & Furious merchandise and the increased footfall that these show stopping events generate.

Hannah Mungo, country director of UK and Ireland for Universal Brand Development, commented: “Fast & Furious is one of the most popular and enduring film serials of all time, and, while were in the midst of celebrating the launch of The Fate of the Furious, the UK licensing programme is at the start of its journey.

“The untapped potential of the brand is vast, and we move forward with an unwavering commitment to developing a broad consumer products offering.”

The UK consumer products roll out also includes Jada Toys (die-cast vehicles); Underground Toys (collectables); Thumbs Up (adult gift); Pyramid (posters); and Somerbond (apparel).

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