Illumination’s Minions & Monsters arrives in cinemas July 1, 2026
Fox’s Burton’s Companies (FBC), in collaboration with Universal Products & Experiences, has announced a major collaboration with lllumination’s riotous new film, Minions & Monsters. Certain to be the blockbuster action-comedy of the summer, Minions & Monsters arrives in cinemas July 1.
FBC will celebrate Illumination’s iconic Minions with a promotion across both Party Rings and Jammie Dodgers, which is set to drive impulse sales and in-store theatre. The partnership introduces an on-pack competition to win a family holiday to Florida, and a brand-new limited-edition ‘Sour Lemon’ Jammie Dodgers SKU.
FBC’s summer promotion is set to tap into demand for limited-edition and licensed products, with research showing that half of shoppers say they would purchase a new food product on impulse when part of a limited-edition release.[1]
The collaboration is set to be hugely attractive to families, with 37% of UK households buying into Jammie Dodgers or Party Rings over the last year, and both brands over indexing with families vs the rest of Sweet Biscuits.[2] The brands are UK household staples, worth a collective £55.1M in the UK market, growing at +£5.3m YoY.[3]
Minions inspired, yellow limited-edition flavour
The collaboration will feature a new limited-edition SKU Jammie Dodger, Sour Lemon. The iconic red, raspberry flavoured filling will be replaced with a tangy lemon curd across limited-edition packs with the biscuits being embossed with the faces of Minions characters, for the duration of the campaign.
A ‘Monster’ on-pack promotion
In a first-ever move, Jammie Dodgers and Party Rings have teamed up to host an on-pack promotion, FBC’s biggest ever. The top prize is a family holiday to Florida. There are also thousands of instant-win prizes to be won in partnership with popular family card game, Dobble, which can be activated through a dedicated microsite.
Commenting on the launch, Jo Harwood, Chief Sales and Trade Marketing Officer at FBC said: “With one of the biggest family film releases of the year landing this summer, this collaboration gives retailers a brilliant opportunity to create standout displays, drive impulse purchases, and tap into the excitement around the launch.
“It’s the first time we’ve run a collaboration across two of our iconic brands and it showcases the opportunities created through the merger to bring Fox’s brands together with Burtons under the FBC portfolio.”
FBC is supporting the Minions & Monsters launch with a high-impact shopper campaign, including eye-catching in-store POS, retail theatre, and digital activations designed to maximise visibility and conversion at shelf.
The campaign follows a successful brand partnership between Jammie Dodgers and Nerf, which supported a +23% YoY uplift in sales volume[4] for the brand last summer, and a 5.2% YoY increase in household penetration.[5]
Jammie Dodgers and Party Rings Minions promotional packs will be available from all major retailers from 15 May until August across all core Party Rings and Jammie Dodgers products. The new Jammie Dodgers Sour Lemon SKU, also featuring the promotion, will RSP at £1.00 for 140g consumer units.
[1] Source: Key Trend 2026: Feeding The Fandom – WGSN Food & Drink | Back-To-School Forecast 2027 – WGSN Food & Drink | Licensed Entertainment and Character Merchandise Market |
[2] Kantar Worldpanel, Total Market, L52wks to 22.03.26
[3] Circana (UK) Ltd, All Outlets GB, Fox’s Party Rings, Jammie Dodgers , Value Sales, 52 w/e 21, Mar 2026
[4] NIQ, Total Coverage, 12 WE 02 08 25
[5] Kantar, Total Coverage, 12WE 10 08 25
[6] *Source: Sweet Biscuits Combined Read NIQ Total Coverage 52we 09 08 25 + Kantar Variety Retail 52we 10 08 25 unless otherwise stated
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