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High octane retail launch for Fast & Furious CP

Universal Brand Development brings theatre to UK for launch of record breaking movie product rollout

Universal Brand Development has supported the launch of its Fast & Furious consumer products programme through a series of fan events and activations at UK retailers.

Coinciding with the theatrical release of The Fate of the Furious, the eighth chapter in the Fast & Furious saga and the biggest global movie opening of all time grossing an incredible $532m, visitors to Toys “R” Us in Leeds, Peterborough, Oldbury and Ipswich were invited into Dom Toretto’s Garage, a unique experiential store-in-store concept where they were able to create their own high-octane Fast & Furious- inspired action scenes using global master toy licensee Mattel’s Fast & Furious Filmmaker App. 

The app allows younger fans of the franchise to climb into the director’s chair and record their own Fast & Furious clips using Mattel’s Fast & Furious Street Scenes play sets and die-cast vehicles.  It comes with everything needed to recreate the magic of the big screen including the ability to add cool special FX, sound effects and even original music backtracks ensuring a complete immersive brand experience.

“The Fast & Furious toy line really captures the excitement of the movie” said Wendy Hill, Brand Activation Director for Mattel. “The modern designs coupled with our investment in the Fast & Furious Filmmaker App provides boys aged 6-11 years with a highly interactive introduction to this blockbuster movie franchise.”

Dom Toretto’s Garage will visit Toys “R” Us in Brent Cross, London on Sunday 23 April 2017 and further to the success of this programme, Universal Brand Development now plans to extend the consumer experience in partnership with other retailers later this year.

Also out on the road is the The Fate of the Furious Pop Up Shop. Developed in alignment with Universal Pictures, a highly visual upturned Fast & Furious stunt vehicle is currently making pit stops at six major shopping malls and mainline train stations across the UK, spending four days at each location. The retail pop up sits neatly alongside the stunt ready to respond to the ever-growing consumer demand for official Fast & Furious merchandise and the increased footfall that these show stopping events generate.

Hannah Mungo, Country Director of UK and Ireland for Universal Brand Development, said: “Fast & Furious is one of the most popular and enduring film serials of all time, and, whilst were in the midst of celebrating the launch of The Fate of the Furious, the UK licensing programme is at the start of its journey. The untapped potential of the brand is vast, and we move forward with an unwavering commitment to developing a broad consumer products offering.”

The UK consumer products roll out also includes Jada Toys who have just launched a line of die cast vehicles. Targeting adult fans, Underground Toys are on board with a range of collectibles, award winning Thumbs Up take the license for adult gift, industry stalwart Pyramid has just released a line of posters and Somberbond has inked a deal for apparel.


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