Award-winning independent animation studio ZAG is celebrating its hit flagship brand, Miraculous – Tales of Ladybug and Cat Noir, across Latin America with a pan-regional “Miraculous Day” promotion on August 8th. The announcement was made today by Julian Zag, EVP Global Operations and Head of Consumer Products, ZAG.
The first official “Miraculous Day” was celebrated in Brazil by ZAG and Brazilian broadcast partner Gloob in 2019. The success of this initiative has led to the creation of an expanded promotion throughout the region that will feature special on-air content, multiple influencer and social media campaigns, and retail promotions at over 700 outlets to include Miraculous character ‘meet & greets’ at shopping malls and amusement parks throughout Brazil, Argentina, Chile, Peru, Mexico, Colombia and Central America. In addition to the August 8th official “Miraculous Day” celebration, the promotion will further expand in key territories, including back-to-school in Mexico; Kid’s Day in South America; and a month-long Miraculous promotion in Brazil and Central America.
“On August 8th, we will celebrate Miraculous fandom throughout Latin America with a multi-pronged promotion that extends from the screen to online and in-stores,” explains Angela Cortez, VP of Consumer Products, Latin America, who reports to Julian Zag. “We are excited by the enthusiastic response from our content and retail partners to make Miraculous Day 2022 a fun and memorable event for our millions of fans across the region and to raise more awareness for our unique brand.”
“We are very happy to see a ZAG and Gloob initiative expanding to all of Latin America. This only reinforces Globo’s commitment to the success of Miraculous,” added Luiz Filipe Figueira, Head of Programming & Content Strategy, Gloob/Gloobinho. “We hope that Miraculous Day will become a global initiative for everyone to celebrate the pride of being a Miraculer.”
As part of the promotion across the Latin America region, Miraculous – Tales of Ladybug and Cat Noir seasons 1 to 4 and specials Miraculous World: New York, United Heroez and Miraculous World: Shanghai, The Legend of Ladydragon will be available at Disney+. The streaming service will also post special content on its social media handles. Moreover, as part of the celebration, an extensive influencer campaign will take place with participants receiving a “Miraculous Day” brand kit that includes a selection of popular Miraculous branded merchandise.
In Brazil, as part of the fourth annual “Miraculous Day” Celebration, Gloob will air a Miraculous – Tales of Ladybug and Cat Noir marathon that will feature brand new content. 2022 also marks the first year that the event will expand into retail, with over 100 retailers in Brazil on board to participate, including Rihappy, who will offer character meet and greets in Sao Paulo, Superlegal and Blanc Toys. “Miraculous Day” will be highlighted in-stores with distinctive point-of-purchase material on endcaps and in windows. May Macarons is also developing Miraculous themed macaroon’s available at their retail locations in Sao Paulo, featuring special indoor events and online promotions. This year’s celebration will also incorporate an e-commerce initiative from August 1–15 with online retail stores, including Amazon, Superlegal, Blanc Tous, Trends Brinquedoes, and Estripulia, featuring home product pages, special content and buy and win incentives.
In Mexico, public broadcaster Televisa Univisión will debut the animated movie, Miraculous World: New York – United Heroez, following a week-long Miraculous on-air promotion on Channel 5. The Kataplum amusement park will offer character ‘meet and greets’ on three weekends and will screen a promotional video featuring the Miraculous Day image as well as photos of licensed merchandise across its 673 screens in the Kataplum parks as well as 51 Recorcholis entertainment centers nationwide. Kataplum will also run a month-long bus advertising campaign throughout Mexico City during August. ZAG is also supporting back to school sales with Fotorama featuring point-of-sale materials and a social network campaign. In addition, the Miraculous Amazon branded store will have an extensive advertising campaign promoting Miraculous licensed products.
In Colombia local broadcaster, RCN will integrate the Miraculous Day promotion with special programming; and ZAG, together with toy distributor Continente, will run a special promotion in retail locations.
In several countries across Central America, Miraculous Day will be celebrated in partnership with retail apparel partner St. Jacks who will offer Miraculous character ‘meet and greets’ and a costume contest throughout their stores. Continente will also replicate the Colombia promotion in this region.
In Argentina, toy distributor Caffaro will launch a three week ‘meet and greet’ campaign at major shopping malls and toy specialty stores with a major social media campaign that includes merchandise giveaway contests.
In Chile and Peru, toy distributor Wish Trade will promote character ‘meet and greets’ and sweepstake contests with major retailers such as Ripley and Falabella in Chile, and Ripley, Falabella, Tottus, Wong, and Oechsle in Peru.