Brand Tracker

Welcome to the automated Brand Tracker diaries.

Portugal

Burger King Joins Dragon Ball Super with Six Collectible Figures

Campaign: Collaboration with Dragon Ball Super

Source: https://www.imagensdemarca.pt/artigo/burger-king-junta-se-a-dragon-ball-super-com-seis-figuras-colecionaveis/

Goal: To connect the brand's flavors with a multi-generational universe recognized for its characters and action stories.

Media: in-store, Takeaway, Drive Thru, Home Delivery

Summary: Burger King has partnered with Toei Animation to launch a limited edition collaboration featuring six collectible figures and exclusive t-shirts inspired by the Dragon Ball Super universe. Available until October 19, customers can choose between the collectibles or t-shirts with the new Super Saiyan Menus. The collaboration also includes a new seasoning for fries inspired by Dragon Ball. The collection is available in all Burger King restaurants in Portugal as well as through takeaway and delivery channels.

Japan

Resellers, You’d Better Sell Your Stock Quickly: Gundam Ace Postpones Card Supplement, Following Unusual Measures from Jump, Changing Supplement Culture

Brand: KADOKAWA

Campaign: Gundam Ace Card Sales Strategy

Source: https://www.advertimes.com/20260828/article555547/

Goal: To ensure fair distribution of collectible cards

Claim: Prohibit speculative buying

Media: Social Media, Print

Summary: KADOKAWA announced that it will not include a collectible card in the upcoming issue of 'Gundam Ace' due to overwhelming demand, aiming to find a new distribution method that allows the cards to reach a wider audience. Other manga publications are also modifying their sales methods to prevent bulk buying for resale. The response from readers regarding this change has been positive, expressing hope that alternate distributions will reduce the need to purchase overpriced resale items.

collectibles Manga retail strategy

Italy

Mulino Bianco Relaunches Animabili for Back to School

Brand: Mulino Bianco

Campaign: The Return of Animabili

Source: https://brand-news.it/brand/alimentari/food/mulino-bianco-rilancia-gli-animabili-per-il-back-to-school-campagna-su-pack-materiali-pv-tv-social-e-dem/

Goal: To promote collectible Animabili products for back to school.

Claim: Animabili are the perfect play companions for an afternoon with friends.

Media: Packaging, Point of Sale materials, TV, Social Media, Email Marketing

Summary: Mulino Bianco is relaunching its collectible Animabili for the back-to-school season with eight new characters, each designed to enhance stationery. The multi-channel campaign includes limited edition packaging, point of sale materials, a short TV spot, as well as content on social media platforms such as Meta and TikTok, and an email marketing strategy. Consumers can participate in a contest by purchasing selected products and submitting unique codes for a chance to win collectible sets and a family experience at the Mulino Bianco factories.

back-to-school collectibles family experience Marketing Campaign

Japan

ChiiKawa Movie x Official ‘Bonbon Drop’ Voices on ‘Content Supremacy’ and Unstoppable ‘Bonbon Drop Seal’ Production Heat

Brand: Chiikawa

Campaign: Bonbon Drop Seal Distribution

Source: https://www.advertimes.com/20260803/article552797/

Goal: To promote the film and increase audience engagement.

Claim: Exclusive Bonbon Drop Seals available.

Media: Social media (X/Twitter), film distribution venues.

Summary: The article announces the distribution of the popular 'Bonbon Drop Seal' as the second item for moviegoers of 'ChiiKawa: Secrets of the Island of Mermaids'. Starting August 8, the seals will be offered in limited quantities at select screening locations. The high demand for these collectibles has led the manufacturer to increase production by 3 to 4 times, yet they remain in short supply. The seals feature beloved characters and themes from the film, and efforts have been made to ensure fair distribution to attendees.

Animation collectibles Film Promotion Japan

Global

LEGO has hidden 333 brick plates in stores around the world

Brand: LEGO Group

Campaign: LEGO Editions x Olivia Rodrigo Vinyl Hunt

Source: https://www.media-marketing.com/vijesti/lego-je-sakrio-333-ploce-od-kockica-po-prodavnicama-sirom-svijeta/

Goal: Engage fans in a physical treasure hunt for collectible items

Media: Social media, physical stores

Summary: LEGO Group has hidden 333 LEGO brick plates in vinyl stores worldwide, launching a global treasure hunt for fans of Olivia Rodrigo, who must follow clues released on social media to discover the locations. The campaign began on July 27 and includes a unique store installation made of over 110,000 bricks, along with a recently announced collection inspired by Olivia Rodrigo's music. The treasures are available for purchase starting August 1.

collectibles LEGO Olivia Rodrigo social media vinyl hunt

Japan

Good for you, resellers, it’s just one yen

Brand: TSUTAYA

Campaign: Buyback Strategy for ONE PIECE Card

Source: https://www.advertimes.com/20260714/article550523/

Goal: To prevent reselling and ensure fair distribution of collectible cards

Claim: Buying ONE PIECE cards at 1 yen and 5 yen

Media: Social Media (X)

Summary: The article discusses a unique buyback strategy by TSUTAYA Himeji Hiromine Store concerning the ONE PIECE collectible card included with the July 13 issue of Weekly Shonen Jump. In response to high demand and resale activities, the store announced a buyback price of 1 yen for the regular version and 5 yen for the deluxe version of the card. This pricing decision, set by the head office, aims to discourage reselling and was met with significant attention on social media.

collectibles One Piece Resale prevention social media

FIFA will sell the grass from the 2026 World Cup final

Brand: FIFA

Campaign: Piece of the Pitch

Source: https://www.marketingdirecto.com/anunciantes-general/fifa-pone-venta-cesped-final-mundial-hasta-3000-dolares

Goal: To sell limited edition pieces of the final match grass as collectibles.

Claim: A piece of the iconic pitch available for fans.

Media: Official FIFA store, British company KeepStub

Summary: FIFA is selling limited edition fragments of the grass from the 2026 World Cup final, priced up to $3,000. Each piece comes with a video certification of authenticity and a presentation box. The collection includes exclusive versions with additional memorabilia and aims to generate close to $10 million in revenue from the sales, with shipments beginning after the tournament.

collectibles merchandising World Cup