Disney EMEA has partnered with major brands Iceland, Glade, Marriott International, Unibail-Rodamco-Westfield and Birchbox to celebrate the release of Frozen 2, which has already smashed records having taken over £15m at the UK & Ireland box office, making it the biggest ever three-day weekend opening for an animated film. It also had the biggest opening EVER for an animated film worldwide, taking an estimated $350M at the global box office.
The collaborations and partnerships detailed below will run across a variety of sectors, celebrating the much-loved characters and themes from the film.
Iceland is bringing the ‘Magic of Frozen’ to homes this Christmas with a Frozen 2-inspired ad campaign featuring brand-new animation of Elsa, Anna, Kristoff, Olaf and Sven. Iceland’s series of Christmas adverts feature exclusive custom animations that the Walt Disney Animation Studios team created just for Iceland. Disney’s in-house creative agency worked with Walt Disney Animation Studios and Iceland’s in house creative team to develop the set of adverts that bring Frozen 2’s characters including Elsa, Anna, Kristoff, Olaf and Sven together for a traditional game of charades and celebrate their favourite things about Christmas.
As a part of the wider campaign, Iceland also launched an exclusive Disney’s Frozen 2 range of food including Disney Kitchen Olaf Shaped Noses and Disney Kitchen 5 Icicle Lollies with all the products meeting Disney’s nutritional guidelines. In addition, there is also a range of exclusive Disney Frozen 2 toys, including a 1m tall Jumbo Olaf soft toy, the largest of its kind available in the UK.
Glade celebrates the release of Frozen 2 by launching five limited edition fragrances inspired by the film, promoted with the tagline “Coming home. We have a fragrance for that.” The concept leans into the emotions of seasonal homecoming, aligning with the journey of discovery Anna and Elsa take from their home. 10 million packs will be available globally and the global campaign will be supported by TV advertising.
Marriott Bonvoy™, the travel programme for Marriott International, is also inviting customers to ‘live your adventure this winter’, by promoting family packages during the holiday period. The campaign is running in the UK, France, Spain and Italy, with all markets offering digital channel support including a landing page and banner ads, with further out-of-home and cinema advertising in the UK.
Unibail-Rodamco-Westfield is offering visitors the chance to get inside the universe of this winter’s most expected family animation movie via an immersive walk-through experience called ‘Join the Frozen 2 adventure’. The experience is deployed in 11 major shopping centres in Europe including Spain, Austria, Sweden, Denmark, Czech Republic, and Poland. Four imaginative concepts will allow customers to get in on the action: a dazzling statement castle-esque entrance; an interactive wind spirit game; a photo opportunity with Anna and Elsa; and an activity zone in an autumnal forest setting – complete with a colouring station. Designed to drive footfall to the centres and its cinemas, the operation will be promoted across the Group’s owned and operated on-site media, including escalators and giant screens, as well as digital media channels.This major, cross-border initiative reflects the Group’s ambition to develop large partnerships with international, family loved-brands, and to deploy concepts across its portfolio thanks to its international leasing platform.
Birchbox, the UK’s Number One beauty box, is supporting the release by providing subscribers with two different Frozen 2 themed collector beauty boxes, including five non-licensed personalised beauty products. All boxes will include a themed menu card and subscribers also have the chance to keep their liquids extra chilled by upgrading their box and purchasing a custom Frozen 2 water bottle from licensee Half Moon Bay. The boxes will be supported by print and digital activity and will be available in the UK until November 30th.