Miraculous Corp Unveils First-Ever Global ‘Miraculous Day’ Celebration on September 28
Miraculous Corp, the joint venture between Mediawan and ZAG that unites all aspects of the acclaimed Miraculous™ franchise, is set to launch the first global Miraculous Day celebration. Originally held in Brazil in 2019, the event has since expanded throughout Latin America and is now reaching a global audience for the first time. Media and promotional partners, licensees, and retailers will join forces in this “Stronger Together” initiative to celebrate the franchise’s worldwide fanbase that will include watch parties, quick-service restaurant promotions, retail activations, events, influencer giveaways, social media campaigns, and more.
“Since the 2015 debut of Miraculous™ – Tales of Ladybug & Cat Noir, fans in over 150 countries have been captivated by the adventures of Ladybug and Cat Noir. The series is a thrilling superhero story that appeals to boys and girls alike, and an inspiring coming-of-age journey, highlighting the power of self-belief and the message that you don’t need superpowers or a mask to chase your dreams and conquer your fears,” said Andy Yeatman, CEO, Miraculous Corp USA and Global Operations. “Ahead of our 10th anniversary next year, we’re thrilled to collaborate with our partners worldwide to celebrate the first global Miraculous Day to engage our incredible fanbase with a dynamic range of activities and experiences.”
A fourth Miraculous animated TV Event will start to roll-out this fall, and season six of the series is set to start delivery in Q4 this year. With 400+ partners across the globe, 740MM+ products have been sold with over $1.5B+ in retail sales.
A Global YouTube Watch Party will feature the animated TV Event Miraculous World: New York, United Heroez—Miraculous fans on YouTube have amassed over 40 billion views to date. In tandem, an exclusive Amazon merch-on-demand collection will debut, offering fans unique products, accompanied by a social media countdown and interactive AR filters on Instagram and TikTok. To further enhance the fan experience, a brand-new Miraculous website will also be launched.
Miraculous first launched across Europe, delighting fans with its engaging stories full of action, comedy, romance, relationship dynamics, and intriguing villains! Programming events and contests will be featured on France’s TF1 and Italy’s SUPER. In France, La Grande Récré will feature exclusive window displays and host character meet-and-greets (M&Gs) at their top five locations across Paris. In Italy, thepopular fast-food chain La Piadineria—famous for its freshly made traditional Italian flatbreads, will introduce a Miraculous-themed kids’ menu with exclusive premiums and M&Gs at over 400 locations starting September 11; and Toys Center storeswill feature dedicated Miraculous shelf space through Q4. In the UK, Smyths Toys Superstores will launch a YouTube digital ad campaign along with in-store M&Gs and giveaways; in Germany, over 100 ROFU Kinderland stores will offer dedicated space brand space and host M&Gs. In Spain, Toys R Us and ECI will offer M&G’s and workshops in the following weeks.
In North America, Disney Channel U.S. will air a Miraculous series marathon; and Miraculous will be featured at KidzCon on October 11 and 12 in Los Angeles, where kids can meet Ladybug and Cat Noir, take photos, and participate in multiple activities and giveaways. 300+ top influencers will attend the opening night of the event which is open to the public on Saturday. In Canada, several Walmart store locations will host retail activations featuring face-painting, character M&Gs, play areas and demo stations, giveaways, and displays; and Toys”R”Us will run a social media campaign and a contest.
Across Latin America, programming events will air on Gloob, Televisa, Disney Channel, and GloboPlay; a buy-and win promotion across multiple GUM oral care products will be localized in several countries; and a pan-Latin America digital marketing campaign will engage fans across the continent.
In Brazil, Miraculous Day will be celebrated by the country’s most famous quick-service restaurant chain (soon to be announced) in 1,000+ locations. At the 27th edition of the São Paulo International Book Biennial, fans can enjoy an Instagrammable space, M&Gs, and giveaways with licensees Ciranda Cultural and Editora Online. São Paulo’s Livraria da Vila at Shopping Center Norte will feature a themed area with three weekend activations including storytelling sessions, M&Gs, face-painting, and giveaways. Oral care partner Gum will launch a “buy-and-win promotion” in pharmacy chains across the county; and Happy Kids will roll atan impressive activation at Shopping Granja Viana. A social media and influencer campaign will feature an unboxing initiative with products from Novabrink (fashion dolls), Jandaia (publishing), and Ciranda Cultural and Editora Online (board books). Miraculous Day will also be celebrated at Norte Shopping in Rio de Janeiro at the Brink Center store with M&Gs and exclusive gifts.
In Mexico, retailer Liverpool will promote a multi-category product line; and Walmart will have POS promotions in 25 stores. A joint initiative with Recorcholis entertainment centers, Kataplum amusement parks, and GUM® Dental Products will include advertising in key cities on taxis, buses, and 673 closed-circuit screens. Online and live events will feature Latin American dubbing stars Tommy Rojas and Jessica Ángeles; and influencers will receive special kits in coordination with Disney.
An influencer campaign in Chile will feature renowned cosplayer Lorena Mikki, as well as mall-based M&Gs; in Argentina, influencers will receive product kits in collaboration with Disney; Colombia’s first Miraculous Day events will include character M&Gs in Hayuelos in Bogota; and in Peru, an influencer campaign will include M&G mall-events, with cosplay and retail activations with Mundo Comics and the Claudia Cup Cakes stores in Lima.
