Madagascar Secures Several Licensees

Bananas, toys, video games and apparel are just a few of the licensed products that will be released based on the film Madagascar 3: Europe’s Most Wanted, which debuted in theaters last Friday. Dole introduced 100 million bananas with stickers that include a QR code to guide customers to the mobile game Madagascar: Join the Circus. DreamWorks Animation head of national promotions and marketing services, Susan Spencer, is excited at the unique opportunity Dole created to market the 3D film. “Our fun-loving ‘Go Bananas’ promotion with Dole pays homage to Madagascar 3: Europe’s Most Wanted’s hilarious aviator monkeys, who launch rapid-fire banana missiles from their makeshift airplane in an effort to save the day,” she says. The characters from the film will also be featured in McDonald’s Happy Meals; Hallmark greeting cards; Toys “R” Us and Fisher-Price toys; a D3Publisher video game; apparel from various manufacturers, including T-shirts, sleepwear and backpacks; and food themed items from Airheads, Blue Bunny, General Mills, Kraft, House Foods and Sun-Maid.