Ice Age initiative will see over 90 products launch in 10,000 stores across 29 European countries.
Lidl is to run its largest licensing programme with 20th Century Fox Consumer Products to date around the Ice Age brand.
The number one animated film franchise internationally, Ice Age will take on a significant presence in Lidl stores, with the retailer launching a wide range of over 90 products – from apparel to publishing – in 10,000 stores across 29 European countries.
The campaign kicks off next week, ahead go the opening of the latest film in the franchise – Ice Age: Collision Course.
In several countries, the 360-degree activation will include TV ads, plus support in print, in-store, circulars, social and digital media.
Additional markets will offer free Ice Age movie posters, as well as a host of competitions to win tickets either in-store or on social media.
On top of this, key markets will also run multiple retail loyalty programmes at the same time.
They will offer a free pack of stickers for an Ice Age collector’s album containing games and puzzles.
A second loyalty programme will offer Ice Age polish toys in exchange for collected points, which customers will receive for a certain amount spent at Lidl.
Sandra Vauthier-Cellier, svp of consumer products EMEA for Twentieth Century Fox Consumer Products, said: “We are thrilled to partner with Lidl and lead this multi-divisional Ice Age programme.
“The retail reach of Lidl is extraordinary and this promotion will further amplify the building excitement across Europe for the premiere of the upcoming Ice Age: Collision Course movie.”
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