Consumer products programme supported through fan events and activations at UK retailers.
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 special FX, sound effects and even original music backtracks ensuring a complete immersive brand experience.
Wendy Hill, brand activation director for Mattel, commented: “The Fast & Furious toy line really captures the excitement of the movie. The modern designs coupled with our investment in the Fast & Furious Filmmaker App provides boys 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 23rd April 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.
The UK consumer products roll out also includes Jada Toys which has just launched a line of die cast vehicles. Targeting adult fans, Underground Toys is on board with a range of collectibles, award-winning Thumbs Up takes the licence for adult gift, industry stalwart Pyramid has just released a line of posters, and Somberbond has inked a deal for apparel.