Kinder Surprise, the leading children’s confectionery line from Ferrero[1], has teamed up with Monsters University – the prequel to the smash hit Monsters, Inc.
Released on 12 July, the film looks at the relationship between Mike and Sulley during their days at the University of Fear, which got off to a rocky start.
The limited edition range of Kinder Surprise eggs, available from May, will feature nine characters including Mike and Sulley, as well as some of their classmates.
Since its release in 2001, Monsters, Inc. has become the second largest grossing Disney-Pixar film of all time. In the UK alone, 10 million viewed it at the cinema, with an additional 4 million DVDs sold.
Aoife Burnell-Smith, Marketing Manager, Ferrero, says: “Like Kinder Surprise, the Monsters Inc brand is well-known and loved by families and, given the synergies between the two, we’re confident that this partnership will be well received.
“We believe that since both brands share the same values of fun and entertainment which are valued by children and parents alike, this range of products will provide a new opportunity for both to spend quality time together and enjoy play.”
Michaela Honeywood, Senior Category Manager, The Walt Disney Company, commented: “Since being released in 2001, Monsters Inc has enjoyed a fantastically high level of awareness with parents of young children. Young boys and girls delight in the characters of Mike, Sully and their monster friends.”
“Kinder Surprise are treats that can be enjoyed by the whole family and given their fun nature, this collaboration with Ferrero is an exciting and effective way of engaging family audiences with Monsters ahead of the release of Monsters University in July.”
Worth £26m[2], and popular all year round, Kinder Surprise is currently outperforming the kids confectionery category (+6.3)[3].
Kinder Surprise is a key element of Ferrero’s ambitious growth strategy and investment in the brand remains strong, with television advertising and PR support designed to drive further sales throughout the year. Television advertising will continue to run throughout 2013 in which the main creative shows a mother and son enjoying the Kinder Surprise experience together as new toys explode out of the egg, with the strapline ‘Put some play in their day’.
[1] The Nielsen Company, Kids confectionery Singles, Total coverage, Value Sales MAT at 03/11/12 (4.64% vs 3%)
[2] The Nielsen Company, Kids confectionery brand, Total coverage, Value Sale 03/11/12
[3] Total Impulse MAT AT 29/12/12