Cold Stone Creamery collaborated with the theatrical release of Illumination’s Despicable Me 4 for a Mega Minion-approved summer promotional partnership! Together the teams created the limited-time only Mega Minion Marshmallow Meltdown Creation, with a custom Mega Jerry character cup, and Heist Cream Cake that was available at Cold Stone locations nationwide.

Promotional campaign initiatives included sweepstakes, influencer activations, an NYC Times Square store takeover and brand social media support surrounding the launch of the creation and the film's release in theaters. Mediaplacement’s strategic relationships with Illumination Filmmakers and Universal Pictures garnered additional exposure opportunities for The Mega Minion Marshmallow Meltdown Creation to be served to talent and attendees of the film's red carpet premiere in NYC and various studio activations throughout Los Angeles.

The collective co-branded efforts from Cold Stone Creamery and the Mediaplacement team gained over 170M+ impressions, while Illumination’s Despicable Me 4 grossed over $632M in the Global Box Office. The cohesive partnership blueprint created a tasty synergy between the animated summer fun of the Minions and the can’t miss ice cream experience at Cold Stone Creamery.