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Massive "Speed Racer" Product Tie-Ins

Posted: January 27th, 2008 by WorstPreviews.com Staff
Massive "Speed Racer" Product Tie-InsSubmit Comment
The 'G' rated "Speed Racer" has enlisted a lengthy lineup of promotional partners that will pony up at least $80 million in additional marketing support around the film. That kind of backing from brands like General Mills, McDonald's, Target, Mattel, Lego, Topps and Esurance, among others, will create the "noise" needed to gets audience interested in the pic, during a competitive summer.

"You have to open big," said producer Joel Silver. "You have to let them know you're out there. The only way to make a lot of noise is to have people shout from the rooftops."

Here is what "Speed Racer has set up:

* General Mills stamping "Speed Racer" imagery on packaging of its cereals and other brands like Betty Crocker cookie mixes, Old El Paso Mexican foods and Fruit Gushers.

*Lego creating four playsets based around the pic.

* Target, which rarely does film promotions, coming aboard as the pic's official retail partner and, in addition to in-store ads and circulars, offering a gift card that enables consumers to access exclusive footage from the film.

* Puma designing "Speed Racer"-themed shoes.

* McDonald's offering separate Happy Meals for boys and girls.

Overseas, Japanese tiremaker Yokohama Rubber Co. and auto parts retailer Autobacs, as well as Brazilian oil company Petrobras and Mexican snack-food maker Bimbo, among others, will also push the pic through ads and other tie-ins. Autobacs, Topps and Cheerios will feature branded race cars in the film.

Click here to read our exclusive "Speed Racer" preview.

Source: Variety


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