Paris, August 6th, 2021 – Gameloft for brands and the LEGO Group, in collaboration with Universal Games and Digital Platforms, today announced a new crossover event in Minion Rush, the mobile game inspired by Illumination’s beloved mischievous characters from the world’s most successful animated film franchise. From today until August 24, 2021, players can race Minions Bob, Stuart, and Kevin through LEGO® brick-themed levels with a brand-new story, unlocking in-game LEGO collectibles, prizes, and gifts.
“We’re thrilled to team up with the LEGO Group to host a fantastic and delightful crossover event in Minion Rush,” said Jean-Baptiste Godinot, Global Sales Director at Gameloft for brands. “This event illustrates how games can unlock creative opportunities for fan engagement in fun and innovative ways.”
Sean McEvoy, Head of LEGO Games commented, “We are always looking for new ways to help our fans experience the joy and creativity of LEGO play. We’re excited to extend the LEGO® Minions play experience into the exciting world of Minion Rush, and we hope the crossover event inspires our fans to embark on many more adventures with Bob, Stuart and Kevin in tow.”
Minion Rush is free to download on the App Store and Google Play, with in-app purchases, here.
Screenshots of the Minion Rush LEGO crossover can be found here.
About Gameloft for brands
With a monthly audience of 250 million active players, 300 million impressions, and an average playtime of 27 minutes per day per user, Gameloft for brands offers advertisers a unique level of visibility and engagement with their audiences. To date, Gameloft for brands has delivered more than 10,000 campaigns for prestigious brands such as Air France, Coca-Cola®, Ford, FOX™, Ferrari, ING, Netflix, Procter & Gamble, Samsung and LEGO, in over 40 countries around the world (North America, Latin America, Middle East, Africa, Europe, Asia, etc.) and our work has been honored with over 50 awards from marketing organizations.
All trademarks referenced above are owned by their respective trademark owners.
About the LEGO Group
The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.
The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean “Play Well”. Today, the LEGO Group remains a family-owned company headquartered in Billund. However, its products are now sold in more than 130 countries worldwide.
About Illumination
Illumination, founded by Academy Award® nominee Chris Meledandri in 2007, is one of the entertainment industry’s leading producers of event-animated films, including Despicable Me, the most successful animated franchise in cinematic history. The company’s releases include two of the top 10 animated films of all time, and its iconic, beloved franchises—infused with memorable and distinct characters, global appeal and cultural relevance—have grossed more than $6.25 billion worldwide.
Illumination, which has an exclusive financing and distribution partnership with Universal Pictures, is the creator of the world of Despicable Me. The franchise includes Minions, the fourth-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 Despicable Me 3, which made more than $1 billion at the global box office.
Illumination has launched two additional original properties that captivated audiences worldwide: The Secret Life of Pets, which achieved the best opening for an original movie, animated or otherwise, in U.S. history, and the global smash, Sing. In 2018, Illumination’s Dr. Seuss’s The Grinch had the biggest opening weekend of any Christmas-themed movie in history, followed, in June 2019, by The Secret Life of Pets 2. Illumination’s upcoming films include Sing 2 on December 22, 2021, and Minions: The Rise of Gru in July 2022.
About Universal Games and Digital Platforms
Universal’s Games and Digital Platforms group leverages the vast portfolio of IP and characters from NBCUniversal. The Games and Digital Platforms group is a business unit of Universal Brand Development, which is chartered with globally expanding the company’s intellectual properties, franchises, characters and stories through innovative physical and digital products, content and consumer experiences. The company’s extensive portfolio includes properties created by Universal Pictures, Illumination, DreamWorks Animation, and NBCUniversal Television and Streaming. Universal Brand Development is part of NBCUniversal, a subsidiary of Comcast Corporation.
All trademarks referenced above are owned by their respective trademark owners.
