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'Curious George' Game Gets Big Campaign

10 Feb, 2006 By: John Latchem

The new video game based on the Curious George movie is being heavily cross-promoted with a multimillion-dollar campaign.

The Curious George game was released Feb. 1 for PlayStation 2, Xbox, Nintendo GameCube, Game Boy Advance and PC.

The movie and game are based on the book series started by husband-and-wife authors H.A. and Margret Rey in 1941. The game invites players to assume the role of the curious monkey as he sets off on the adventure of a lifetime after being taken from the jungle and brought to the big city by the Man With the Yellow Hat.

Namco Bandai Games America is working with Universal Pictures to market the game with several consumer brands:

  • Life Cereal through March is promoting an exclusive mail-in DVD offer for a one-level demo of the Curious George game.

  • Dole through November teams with Namco Bandai for a special cross-promotion that will appear in the video game and on 10,000 store displays nationwide.

  • Cold-Eeze and Kidz-Eeze cold medicine offers winners of a nationwide online sweepstakes copies of the Curious George Game Boy Advance game through March.

  • Copies of the PlayStation 2 version of the game will be awarded to winners of a promotion that appears on 1.2 million Carvel cake products and in 9,500 Carvel stores.

  • Toy Biz is promoting the game on more than 1 million “Curious George” toys.

  • The animated Curious George movie from Universal and Imagine Entertainment opens in theaters Feb. 10 and features the voices of Will Ferrell and Drew Barrymore.

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