The world has been going bananas over the Despicable Me franchise since the release of its fourth movie this July.
Despicable Me 4 broke worldwide records, immediately hitting No. 1 and pushing the franchise past $5 billion in total box office receipts. With this success and Minions 3 already in development, Universal Products & Experiences (UP&E) and Illumination have been working to expand their presence in the worldwide retail market. The resulting products include new toys, fashion accessories, and even foods to ensure the franchise can take over the world (and maybe steal the moon, too).
Timed with Brand Licensing Europe (BLW), UP&E says it has invested in key partnerships with toy and lifestyle brands across EMEA to bring their new and innovative products to life. Ahead of the 2023 Licensing Expo, UP&E named Moose Toys its master toy partner, and the team has been releasing imaginative new toys and games ever since. The most popular of these toys is the iconic Fart Blaster, complete with floating, scented smoke rings. Despicable Me has also collaborated with LEGO on a new hero Brick-Built Gru and Minions set perfect for both kids and collectors.
The Minions entered the fashion world in collaboration with popular European retailers. Primark launched Minions-themed PJs, socks, and onesies for young kids. The older children can own playful makeup cases covered in their favorite Despicable Me characters. Just in time for back-to-school, Northern European retailer Kipling released a line of Minions backpacks and accessories. Select stores across Europe have teamed up with the Minions to host events, character meet and greets, and demo areas for toys. Even if stores don’t have events on the calendar, many are crafting dedicated Despicable Me displays for toys and food.
Bananas are not the only food the Despicable Me fans are excited about. In the UK, Premier Foods launched a Minion-inspired Ambrosia Desert Range, and Swizzels cooked up sweet Despicable Me 4 Squashies. Mcdonald’s in Spain also ran a Happy Meal promotion for the movie during the coveted school summer holiday period.
The Minion mayhem has been going strong, and it has nowhere to go but up. Illumination’s Minions 3 is confirmed for 2027, opening up new opportunities for UP&E and Illumination to collaborate with licensing partners to create additional products as playful and inventive as the series that inspired them.
