Universal - Gradient | Experiential Marketing
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Toy Fair

Launching Toys, Playfully

A US Tour to Befriend the Trade


Universal Product & Licensing invited Gradient to produce a Media Brunch during the New York City Toy Fair 2015. The objective was to introduce both specialized and more general media to the toys produced by Universal for their two major titles premiering that year: Minions and Jurassic World.



Immersed In The Films

Gradient created a media brunch for journalists, bloggers and YouTubers to interact with the products, play with the toys and learn about the upcoming movies and their corresponding games. Media were encouraged to come along with their kids, enjoy a delicious brunch with thematic dishes and watch the movies’ trailers.

They could interact with the brand and get a sneak peak at the products before they hit market. Giant Lego Minions statues welcomed guests to the space at New York’s upscale Crosby Street Hotel and posters of the films lined the walls. Kids were also delighted to see life-size costumed Minions and to take pictures with them.


Hundreds of media representatives participated in the event, leading to positive reviews of the products. The event significantly overshot its media impression goals and was deemed by the client a tremendous success.