Variety is reporting that Speed Racer is going for a G rating. Because of this, Warner Bros has been able to enlist a lengthy lineup of promotional partners that will pony up at least $80 million in additional marketing support around the film. These include:
- General Mills stamping Speed Racer imagery on packaging of its cereals and other brands like Betty Crocker cookie mixes, Old El Paso Mexican foods and Fruit Gushers.
- LEGO creating four playsets based around the film.
- Target, which rarely does film promotions, coming aboard as the pic's official retail partner and, in addition to in-store ads and circulars, offering a gift card that enables consumers to access exclusive footage from the film.
- Puma designing Speed Racer-themed shoes.
- McDonald's offering separate Happy Meals for boys and girls.
Joel Silver says, 'You have to open big. You have to let them know you're out there. The only way to make a lot of noise is to have people shout from the rooftops. ('Speed Racer') was an opportunity to do something we've never done before.'