Goop, Illumination and Universal Brand Development Celebrated Minions-Inspired Despicable Me 3 Collaboration with Lemonade Stand at the Goop MRKT
Alongside hosts Molly Sims and Mama & Tata, attendees sipped lemonade and shopped the Despicable Me 3 collection
Who: Molly Sims, Rachel Zoe, Candice Miller and Jenna Crespi of Mama & Tata, Hilaria Baldwin, Lisa Marie Fernandez, Ariane Goldman and Violet Gaynor, among others.
What: On August 6th, Molly Sims, Mama & Tata and goop—in partnership with Universal Brand Development—hosted a lemonade stand at goop MRKT in Amagansett to celebrate the goop x Despicable Me 3 capsule collection. Inspired by the return of the Minions to theaters this summer, the movie-inspired merchandise was curated by goop for the “Littles” shop at goop MRKT. Illumination and Universal’s Despicable Me 3 is in theaters now.
Attendees were treated to goop’s take on a lemonade stand, with organic lemonade and bites including naturally dyed Minion-yellow cotton candy and cookies—as an ode to the mischievous characters of Illumination and Universal’s Despicable Me series. Adults enjoyed gourmet lemonade toppings such as Opal basil, English mint, chocolate mint and lavender. As guests departed, they were handed gift bags for the children: blue and yellow kids’ garden tools, a watering can, a Minion luggage tag and a plush Minion in a custom Minion tote bag for the road.
The exclusive event is part of a summer-long partnership among goop, Illumination, and Universal Brand Development—anchored by a collaboration on the “Littles” shop at goop MRKT, the lifestyle brand’s pop-up installation in Amagansett. Available now, the collection includes glow-in-the-dark sneakers from AKID, along with a curated line of apparel and accessories from Karen Mabon and Free & Easy, as well as an exclusive co-branded goop x Despicable Me 3 tree swing.
Housed in a 300-year-old farmhouse on Main Street, goop MRKT was designed by Charles & Co. Design Studio, whose principals were responsible for the design and development of the global hospitality brand Soho House, with gardens by landscape artist and Vogue contributing editor Miranda Brooks. The design concept revolves around a general store reimagined as goop’s summer residence, inspired by the idyllic, and slightly eccentric, estates and gardens of the English seaside. Goop MRKT, including the Despicable Me 3 “Littles” shop, is open until August 20th at 145 Main street in Amagansett.
Where: goop MRKT, 145 Main Street, Amagansett
Contacts: Noora Raj Brown | (650) 281-2777 | firstname.lastname@example.org
In 2008, Gwyneth Paltrow launched goop, her highly successful lifestyle platform dedicated to keeping its readership informed and inspired with tightly curated content and products. goop’s expert tastemakers advise and contribute on everything from fashion, wellness, and travel, to recipes, parenting, and cultural issues. Pioneering the contextual commerce platform, goop allows readers to shop with meaning. goop isn’t simply a website or weekly newsletter, it is an indispensable resource.
About Despicable Me 3
Illumination, who brought moviegoers Despicable Me and the biggest animated hits of 2013 and 2015, Despicable Me 2 and Minions, continues the story of Gru, Lucy, their adorable daughters—Margo, Edith and Agnes—and the Minions in Despicable Me 3.
After he is fired from the Anti-Villain League for failing to take down the latest bad guy to threaten humanity, Gru finds himself in the midst of a major identity crisis. But when a mysterious stranger shows up to inform Gru that he has a long-lost twin brother—a brother who desperately wishes to follow in his twin’s despicable footsteps—one former super-villain will rediscover just how good it feels to be bad.
Steve Carell not only reprises his role as Gru, but also takes on a second part—that of Dru, Gru’s long-lost twin. Kristen Wiig returns as super-spy Lucy, while Emmy, Tony and Grammy Award winner Trey Parker voices new villain Balthazar Bratt, a former child star who has become obsessed with the evil TV character he played in the ’80s. Gru’s most formidable and comedic nemesis to date, Bratt is out to take down Hollywood…and anyone who stands in his way.
Directed by Pierre Coffin and Kyle Balda, co-directed by Eric Guillon and written by Cinco Paul & Ken Daurio, the animated film is produced by Illumination’s Chris Meledandri and Janet Healy, and executive produced by Chris Renaud. www.despicable.me
About Universal Brand Development
Universal Brand Development globally drives expansion of the company’s intellectual properties, franchises, characters and stories through innovative physical and digital products, content, and consumer experiences. Along with franchise brand management, Universal Brand Development’s core businesses include Consumer Products, Games and Digital Platforms, and Live Entertainment based on the company’s extensive portfolio of intellectual properties created by Universal Pictures, Illumination Entertainment, DreamWorks Animation, and NBCUniversal cable and television. Universal Brand Development is a business segment of Universal Filmed Entertainment Group, and part of NBCUniversal, a subsidiary of Comcast Corporation (NASDAQ: CMCSA).
Illumination, founded by Academy Award® nominee Chris Meledandri in 2007, is one of the entertainment industry’s leading producers of event-animated films. The company’s franchises include two of the top-six animated films of all time, and its iconic, beloved brands—infused with memorable and distinct characters, global appeal and cultural relevance—have grossed more than $5.5 billion worldwide.
Illumination was recently honored by Fast Company as one of the world’s most innovative companies.
Illumination, which has an exclusive financing and distribution partnership with Universal Pictures, has garnered an extraordinary number of franchise successes for a studio only a decade old. As the creator of the hugely successful world of Despicable Me, which was recently crowned the second-largest box-office animated franchise globally, Illumination has evolved the Despicable Me series to include Minions, the second-highest-grossing animated film of all time and the most profitable film in Universal’s history, as well as the Academy Award®-nominated Despicable Me 2 and summer 2017’s Despicable Me 3, which has already made more than $830 million at the global box office.
In 2016 alone, Illumination launched two original properties that captivated audiences worldwide. Last summer, The Secret Life of Pets achieved the best opening for an original movie, animated or otherwise, in U.S. history. Likewise, the critically lauded holiday favorite Sing premiered to a standing ovation at the Toronto International Film Festival before becoming a global smash.
Founded 10 years ago with the mission of putting a smile on the face of every member of the audience, no matter their age, Illumination continues to imagine both original stories, as well as unexpected adaptations of beloved pre-existing works. By infusing joy and discovery into every property, the studio allows audiences to connect their experiences with each property to the Illumination brand itself.
With successful mobile games, consumer products and social/digital media, Illumination’s franchises—populated with characters that are as comedic as they are heartfelt and authentic—translate far beyond the theater. “Despicable Me: Minion Rush” has now become the fifth-most popular game ever, while Despicable Me: Minion Mayhem, at Universal Orlando Resort and Universal Studios Hollywood, has newly been joined by the wildly popular Minion Park at Universal Studios Japan…where the Minions are the No. 1 licensed characters.
Illumination’s upcoming films—featuring creative contributors from an unparalleled collection of writers, artists, voice talent and musicians—include Dr. Seuss’ The Grinch in November 2018, The Secret Life of Pets 2 in July 2019, Minions 2 in July 2020, and Sing 2 in December 2020.