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7-Eleven x Brown & Minions – CP ALL PUBLIC COMPANY (7-ELEVEN) (Pacific Licensing Studio Pte Ltd)


CP All Public Company, Thailand’s foremost convenience store entity, forged a strategic alliance with Pacific Licensing Studio, Universal Products and Experiences, and Line Friends to introduce an extensive marketing initiative, Brown & Minions, in September 2023. This campaign, spanning across 7-Eleven’s 13,000 stores, featured 10 premiums (SKUs), the 7-DELIVERY service, ALL-ONLINE (an omnichannel app), and two thematic flagship stores in downtown Bangkok. The collaboration with Brown & Minions marked a significant highlight of the campaign, making it the inaugural activation in Southeast Asia. Since its inception, the campaign has witnessed the redemption of 1.4 million premiums in just four months, showcasing its widespread success and resonance with consumers.

Lviv Croissants x MAVKA – Lviv Croissants (Nerd Agency)


Lviv Croissants is a chain of restaurants with 162 bakeries in Ukraine and 11 in Poland.
MAVKA, an animated movie from 2023 based on a Ukrainian classic book and mythology, released in 148 countries. Promotion components included space branding, themed menu, packaging branding, cups with characters and fun phrases, MAVKA licensed products in the cash desk area, licensed advertising (outdoor, indoor, digital, press), VR masks and SMM activities (2.6 million unique users reached), meet and greet events across Ukraine (more than 1,000 participants), cross-promotions with VOD SweetTV, Bolt Food Delivery, and 1+1 TV-channel. A charity program was launched with a QR code on MAVKA cups to donate to the children who lost parents defending Ukraine and a social program which included 10 grants for children’s dreams. The results were 1st complex licensed restaurant promotion in Ukraine, 5.5 million clients, 2.8 million hot drinks sold in Mavka charity cups, 44,000 themed menu sold, and 43 new restaurants opened.

Paddington at Langham Hotels – Langham Hospitality Group (CAA Brand Management)


Two British icons working together! Langham Hospitality Group introduced a multi-year global partnership with Paddington, featuring unique and seasonal activations around the world with the legendary hospitality group—including Paddington-themed hotel rooms and staycations, afternoon high teas, and exclusive co-branded souvenirs for guests during and after their stay. Paddington has swapped out his blue duffle coat for a bespoke one in the group’s signature pink to bring excitement to guests in 19 hotels across Australia, Mainland China, Hong Kong, Indonesia, the U.K. and the U.S.
High Tea has been a Langham Hotel tradition since they opened in London in 1865—the first luxury hotel in Europe to offer this. The tradition has lived on inside their lobby lounges. With a distinct Paddington twist, the collaboration resulted in 20,000 sets of afternoon teas and merchandise items sold and more than a million likes received across social media since launch.

Peanuts x Kellogg’s – Kellogg’s


In Fall 2023, fans flocked to stores to welcome The Great Pumpkin… in cereal form! Kellogg’s was inspired by the beloved Peanuts special to create a festive fall cereal featuring vanilla-flavored puffs and orange pumpkin-shaped marshmallows. The intricately designed box was also a treat, perfectly capturing the spirit of Charlie Brown, Linus, and the rest of the Peanuts gang in classic scenes from the pumpkin patch. The box featured games, activities, and a special offer to redeem one free month of Apple TV+, delighting kids and adults alike. The cereal became the top performing SKU within Kellogg’s Halloween offering and achieved broad distribution with prominent placement at Target, Walmart, and national/regional grocery chains. Consumer feedback was extremely positive, with fans declaring, “I love Peanuts and seeing this box brought back so many memories.” Sell-thru of the family-size format exceeded expectations, proving that fans cannot get enough of The Great Pumpkin.

Squishmallows x McDonald’s Happy Meal Program – Jazwares, McDonald’s


In 2023, Jazwares brought the #1 plush brand Squishmallows to McDonald’s Happy Meals worldwide, sparking a cross-generational fan frenzy like never before. The program launched in more than 70 countries and featured three-inch scales of 12 popular Squishmallows and exclusive McDonald’s characters including Grimace and The Hamburglar. The wildly successful promotion was leveled up with character-inspired themed playlists accessible via QR codes on Happy Meal packaging powered by Universal Music Group, the world leader in music-based entertainment. This unprecedented program resulted in one of the most successful global Happy Meal collaborations to date, driving even more demand for the Squishmallows brand while increasing traffic for McDonald’s restaurants.

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