DreamWorks Animation Adds Character to Robust Direct to Retail Program at Walmart

 Umbrella program rolls out across Baby, Personal Care and Grocery products
featuring famous faces from Shrek, Madagascar and How to Train Your Dragon
My DreamWorks Rewards mobile app, developed with digital agency Fuel,
delivers exclusive content for kids and parents

 June 9, 2015, GLENDALE, CA – DreamWorks Animation announced today a robust multi-category direct-to-retail licensing program featuring the beloved characters of Dreamworks Animation’s Shrek, Madagascar and How to Train Your Dragon blockbuster franchises, rolling out exclusively at Walmart nationwide. The multi-product program includes a wide range of products across Infant/Toddler, Personal Care and Grocery categories.

 “We are proud to join Walmart to bring customers this wide-ranging direct-to-retail program.  High quality, low cost product combined with the added fun of DreamWorks Animation’s most popular characters, creates an entertaining shopping experience for the whole family,” said Tim Erickson, Global Head of Hardlines for DreamWorks Animation.  “Whether it’s training pants, bath soaps or cereals, this exciting new range will cover shoppers from breakfast to bath time.”
Madagascar-themed toddler training pants and baby wipes are the first products to hit Walmart shelves, followed by personal care items including 3-in-1 bath soaps and festive scrubbing bath mitts shaped like the famed characters.
A range of MOM Brands breakfast cereals pour into aisles in June, including Dragon Adventure Crunch, S’mores Jungle Party, Operation: Chocolate Mix and Ogre O’s. The vitamin rich cereals come in boxes featuring fun puzzles and DIY-illustration guides to keep kids entertained around the kitchen table.
Additional products rolling out in 2015 include a range of fruit snacks and hot cereals also featuring the characters of How to Train Your Dragon, Shrek, Madagascar and DreamWorks Animation’s most recent hit film HOME.
To support the program DreamWorks Animation and L.A. based digital agency Fuel created the My DreamWorks Reward mobile app to invite shoppers to scan the specially marked packaging and unlock a series of original activities and interactive experiences bringing DreamWorks characters to life in the aisle.
The experiences aren’t simply for the kids while shopping though – the free app also features an interactive potty training chart to help parents make the transition fun and engaging for their kids. Additional bonuses are unlocked by scanning more packages to activate in-app trophies and additional digital experiences and content.
“Bringing the world’s largest retailer an exciting digital camera-activated layer to its in-store experience is something we’ve dived into wholeheartedly,” said Jeff Doiron, Fuel’s SVP and co-Founder. “With innovative music and rhythm activities, puzzles, and creative photo overlays, we’ve built the mobile app hand-in-hand with DreamWorks Animation to create the best quick-session experiences for kids and parents.”
As new products tied to additional film properties are released, the My DreamWorks Rewards app will update with new content and activities featuring How to Train Your Dragon, Shrek and HOME.
 Current My DreamWorks Rewards Features:

• Scan a variety of items in Walmart stores to bring DreamWorks characters to life and unlock exciting interactive experiences.
• My Potty Chart: Melman the Giraffe and Gloria the Hippopotamus make potty training fun with an interactive potty chart and puzzles.
• Puzzles: Unlock puzzles that have to be unscrambled to complete a unique Madagascar scene.
• Music Maker: Make music with King Julien and your favorite Madagascar characters.
• Photo Booth: Take new or use existing photos to create sharable photos using fun Madagascar graphics and stickers.
• Sticker Book: Make a scene in the Madagascar sticker adventure book.

About DreamWorks Animation
DreamWorks Animation creates high-quality entertainment, including CG-animated feature films, television specials and series and live entertainment properties, meant for audiences around the world. The Company has world-class creative talent, a strong and experienced management team and advanced filmmaking technology and techniques. DreamWorks Animation has been named one of the “100 Best Companies to Work For” by FORTUNE® Magazine for five consecutive years. In 2013, DreamWorks Animation ranked #12 on the list.  All of DreamWorks Animation’s feature films are produced in 3D. The Company has theatrically released a total of 31 animated feature films, including the franchise properties of Shrek, Madagascar, Kung Fu Panda, How to Train Your Dragon, Puss In Boots, and The Croods.
About Fuel
Fuel™ is a digital agency that generates immersive brand and entertainment experiences for today’s savvy consumers. Fuel’s Agency division creates innovative brand loyalty and retention programs for global clients including HBO’s Entourage, DC Comics, Lucasfilm’s Star Wars, Pokémon, Microsoft Mobile, and McDonald’s Happy Meal, while its Entertainment studio creates characters, worlds and properties for youth audiences across platforms. Fuel’s recent work includes Atari: Game Over – a documentary detailing Fuel’s excavation of the legendary ‘Atari E.T. tomb’; DreamWorks DreamPlace, an experiential reinvention of the mall Santa experience; and Sideway, a video game launched on the Sony Playstation Network.  Fuel was founded in 1999 and is based in Los Angeles and Ottawa. For more information, please visit fuelyouth.com.
 
CONTACT:
Seth Fowler
DreamWorks Animation
seth.fowler@dreamworks.com
818.695.3719
Nick Iannitti
Director of Communications – Fuel
nick@fuelyouth.com
310-867-4553