Despicable Me 4 Pushes Franchise to 5 billion worldwide box office
Illumination’s Minions are bringing joy to retailers as Universal Products & Experiences (UP&E) celebrates Despicable Me 4’s continued success. The franchise is delivering on all counts, surpassing a record-breaking 5B worldwide box-office, securing full retail coverage for consumer products and the next movie, Illumination’s Minions 3, is already confirmed!
Universal Pictures and Illumination’s Despicable Me 4 opened at cinemas across the globe in July going straight to No. 1 at the box office grossing $230 million in its opening weekend in the US alone. Having climbed to a massive $260 million in EMEA (almost $1B worldwide), the beloved Minions show no signs of slowing down.
In Illumination’s first Despicable Me movie in seven years, Gru, the world’s favourite supervillain-turned-Anti-Villain League-agent, and his family welcome a new member, Gru Jr., who is intent on tormenting his dad. As Gru faces a new nemesis, Maxime Le Mal and his femme fatale girlfriend Valentina, Gru and the family are forced to go on the run, in the exciting new chapter of Minions mayhem from the biggest global animated franchise in history.
The big screen success is impacting retail across EMEA as fans embrace the official consumer products. Product innovation is at the heart of every category with an iconic Fart Blaster, complete with floating, scented fart rings from master toy partner Moose Toys and the hero Brick-Built Gru and Minions set from LEGObeing just two highlights from the toy category. In fashion and lifestyle, Primark has committed to the property across several departments including womenswear where it is creatively exploring the iconic appeal of the IP amongst an adult female audience with Minions-themed PJs, a nightie, socks, onesies, and playful makeup cases, and Kipling has launched a Minions Back-to-School collection with backpacks and accessories in Northern Europe. The franchise also continues to attract big FMCG partners with Premier Foods launching its Minion-inspired Ambrosia Desert Range, Angel Delight and Mr Kipling limited-edition Banana Slices – perfect for family teatime. Swizzels have launched Despicable Me 4-inspired Squashies in the UK, and meanwhile, in Spain, McDonalds has run a branded Happy Meal promotion throughout the key school summer holiday period.
UP&E have been adding value to key partnerships with significant investment in retail activations across the region. In the UK, The Entertainer hosted Minions activations zones in stores featuring costume character meet and greets and demo areas with Moose’s Fart Blaster, while Morrisons featured dedicated Minions displays across Food and Toy. In Italy, GP Retail has been dedicating areas in all stores, including Hamleys, to cross-category Despicable Me 4 product.
Illumination’s Despicable Me franchise has now surpassed a global box office of $5 billion and Gru and his Minions crew will continue to rise as Illumination confirm that Minions 3 is coming in 2027.
