Toys"R"Us keeps it cool with "Ice Age"
CENTURY CITY, Calif. — Fans of the "Ice Age" film franchise will find everything they need at Toys"R"Us ahead of the July 13 release of "Ice Age 4: Continental Drift." The retailer is set as the film’s exclusive toy destination in North America, featuring movie-inspired products and promotions that will launch on July 1. Teaming with Twentieth Century Fox Consumer Products, Toys“R”Us will offer an extensive merchandising program, including a toy line from Just Play and The Promotions Factory.
Toys“R”Us will support the program with specially designed Ice Age in-store boutiques to give fans the latest and greatest toys, books, board games, backpacks and more inspired by the summer’s coolest movie, all in one place. The Toys“R”Us website will also act as an extended headquarters for Ice Age toys and gear, where items can be purchased with the click of a button. While this particular retail partnership is exclusive to North America, product will also be sold at Toys“R”Us stores around the globe with programs tailored to individual territories.
“As Ice Age has continued its growth as a global franchise, it has become a favorite brand among parents and kids alike,” said Lisa Harnisch, Senior Vice President, General Merchandising Manager, Toys“R”Us, U.S. “Working with Fox Consumer Products and a lineup of leading manufacturers, we’re excited to deliver a differentiated merchandising program in support of the latest installment in the Ice Age movie series.”