The Marketing Store has launched a promotion with Cereal Partners Worldwide to give away a range of ‘frozen’ figurines that ‘turn to stone’ to support the release of ‘The Lion, the Witch and the Wardrobe’.
The in-pack promotion is aiming to get children rushing down the stairs in the morning to get hold of their new Narnia Frozen Figurine toy, which when placed in the freezer for 10 minutes turns to the colour of stone.
The 3D toys will appear in Nestle cereal brands such as Shredded Wheat, Golden Nuggets and Shreddies across Europe, Latin America and Asia until the end of December. The film is to hit UK cinema screens on December 8.
The toys have been designed and developed by The Marketing Store to complement one of the key themes of the film — of good versus bad.
In the film, the evil white witch turns characters against her into stone and only the good lion Aslan can bring them back to life by breathing life back into them.
Just as in the film, by blowing on the figurines, the stone colour disappears and allows the full colours to reappear as they return to room temperature. The toys can be turned back to stone each time they are put in the freezer.
Chris Moon, product creative director at The Marketing Store, said: “The Marketing Store is the global leader in the production of promotional toys and products, producing more than 1.3bn promotional premiums and products a year with an exemplary record of safety, quality control, code of conduct and assured supply.”
‘The Lion, the Witch and the Wardrobe’ is a film adaptation of C.S Lewis’s ‘The Chronicles of Narnia’.
