Ferrero has joined forces with Disney Pixar to launch Kinder Surprise eggs based on Monsters Inc sequel Monsters University.
From next month, one in five single Kinder Surprise eggs and one egg in every three-pack will contain a Monsters University toy.
The partnership would attract new consumers to the children’s confectionery line, which grew 6.3% in value last year [Nielsen 52 w/e 29 December 2012], said the company.
The limited-edition eggs, launched ahead of the July release of the film, will be supported with Kinder Surprise TV ads throughout the year.
Monsters University has been tipped to be one of the key licensed properties of this year.