News Column

Menchie's to Get Smurfed This Summer

June 17, 2013

YellowBrix

Beginning July 1, Menchie's, North America's largest self-serve frozen yogurt franchise, is becoming "Smenchie's" in celebration of the July 31 release of The Smurfs(TM) 2, the hybrid live-action/animated family comedy from Columbia Pictures and Sony Pictures Animation.

Collect all three limited-edition Smurfs cups! (Photo: Business Wire)

"With the introduction of 'Smenchie's,' fans of all ages will be able to enjoy The Smurfs in a whole new way," said George Leon, Executive Vice President of Worldwide Consumer Marketing at Sony Pictures Entertainment. "What better way to enjoy your tasty yogurt treat than by adding a dash of Smurfy fun into it?"

Menchie's is initiating their first-ever promotion centered on an entertainment property with a move that will Smurf-ify taste buds. Participating "Smenchie's" nationwide will release an exclusive, limited-edition Smurfberry Blast flavor and special toppings, including chocolate Smurflettes, Smurfberry gummies and Smurfy sprinkles. The new flavor, the latest addition to Menchie's proprietary line of classic flavors with a culinary twist, will be available in a special mushroom-capped reusable cup, available for purchase for a limited time only while supplies last, that Smurfs fans will love.

"Our multi-generational guest base has a great connection with The Smurfs, and the introduction of 'Smenchie's' will be a truly momentous company-wide event," said Karla Bendel, Vice President of Marketing and R&D at Menchie's Group, Inc. "In addition to the fun new flavor and toppings, Menchie's destinations will deliver the ultimate celebration on behalf of The Smurfs with limited edition Smurf-themed items, activities, a video and more!"

Smurfs fans can engage in the festivities at participating Menchie's stores nationwide from July 1st-July 31st.

Menchie's is a world-leader in ensuring best-in-class products and considers itself the ambassador of frozen yogurt quality worldwide. Guests can choose from premium rotating yogurt flavors and delicious toppings for unlimited combinations, ensuring happiness in every cup.

Menchie's ensures that only the highest quality milk and flavors are used to make its frozen yogurt. The proprietary collection is made from the milk of "happy" California cows, which have not been treated with artificial growth hormones (rBST). Menchie's frozen yogurt contains live and active cultures and has received the Live and Active Culture (LAC) seal indicating its endorsement by the National Yogurt Association.

In this sequel to the hybrid live action/animated family blockbuster comedy The Smurfs(TM), the evil wizard Gargamel creates a couple of mischievous Smurf-like creatures called the Naughties that he hopes will let him harness the all-powerful, magical Smurf-essence. But when he discovers that only a real Smurf can give him what he wants, and only a secret spell that Smurfette knows can turn the Naughties into real Smurfs, Gargamel kidnaps Smurfette and brings her to Paris, where he has been winning the adoration of millions as the world's greatest sorcerer. It's up to Papa, Clumsy, Grouchy, and Vanity to return to our world, reunite with their human friends Patrick and Grace Winslow, and rescue her! Will Smurfette, who has always felt different from the other Smurfs, find a new connection with the Naughties Vexy and Hackus or will the Smurfs convince her that their love for her is True Blue? The film is directed by Raja Gosnell and produced by Jordan Kerner. The screenplay is by J. David Stem & David N. Weiss and Jay Scherick & David Ronn and Karey Kirkpatrick with a story by J. David Stem & David N. Weiss & Jay Scherick & David Ronn, Based on the Characters and Works of Peyo.

About the Smurfs

The story of the Smurfs - a property created by Peyo - started in 1958 with the creation of comic books which were later brought to both the big and small screen. Over the years, the little blue characters haven't just limited themselves to the page and the screen. They have inspired records and CDs that have sold millions of copies, entire collections of figurines and toys, and many more products. In all, more than 3,000 derived products have been produced and leading brands and companies have spread their messages worldwide with the help of the Smurfs. A multitude of new projects appear regularly, thus making the success of the Smurfs planetary!

About Sony Pictures Entertainment

Sony Pictures Entertainment (SPE) is a subsidiary of Sony Entertainment Inc., a subsidiary of Tokyo-based Sony Corporation. SPE's global operations encompass motion picture production, acquisition and distribution; television production, acquisition and distribution; television networks; digital content creation and distribution; operation of studio facilities; and development of new entertainment products, services and technologies. For additional information, go to http://www.sonypictures.com.

About Sony Pictures Animation

Sony Pictures Animation produces a variety of animated entertainment for audiences around the world. The studio is following its worldwide comedy hits - the 2012 monster hit comedy Hotel Transylvania, the 2011 hybrid live action/animated blockbuster The Smurfs, and the 2009 mouth-watering Cloudy with a Chance of Meatballs - with The Smurfs 2 in July 2013, and Cloudy With A Chance of Meatballs 2 in September 2013. Sony Pictures Animation, in conjunction with Aardman Animations, has produced two critically acclaimed feature films: the CG-animated family comedy Arthur Christmas; and the Academy Award(R) nominated stop-frame animated high-seas adventure, The Pirates! Band of Misfits. In 2007, Surf's Up also received an Academy Award(R) nomination for Best Animated Feature Film. The division, whose first feature film Open Season led to a very successful movie franchise, turned 10 in 2012. Sony Pictures Animation is an operating unit of Sony Pictures Digital Productions.

Website: http://www.sonypicturesanimation.com/ Facebook: https://www.facebook.com/SONYPicturesAnimation Twitter: http://twitter.com/#!/sonyanimation Tumblr: http://sonyanimation.tumblr.com/ YouTube: http://www.youtube.com/user/SonyAnimation

About Lafig Belgium S.A.

Lafig Belgium is the owner of the rights to produce audio-visual works based on the Smurf universe and of the Smurf worldwide licensing rights (together with IMPS). Lafig Belgium is controlled by the heirs of Pierre Culliford, better known under his pseudonym Peyo, the author/creator of the Smurfs. For 50 years, the Culliford family has controlled the Smurf characters and all licenses worldwide.

About Menchie's

Menchie's creates lasting memories by creating an unparalleled guest experience, with a mission to make every guest smile. Placing a focus on people and community before commerce, Menchie's franchisees actively donate thousands of dollars to local school programs and charitable organizations. With its own proprietary portfolio of frozen yogurt, Menchie's guests create their own unique combinations. Menchie's has been recognized as one of the fastest-growing franchises in the restaurant industry for the past three years. There are more than 300 locations open in the United States, Canada, Japan, Australia, Puerto Rico, Israel, Guam, and Jordan, and Menchie's expects to celebrate 400 open stores in 2013. For more information, including franchising opportunities, visit menchies.com.

Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20130617006259/en/

Menchie's Christina Erwin, 818-933-6529 christina.erwin@menchies.com or Bender/Helper Impact on behalf of Sony Pictures Entertainment Nicole Yavasile, 310-473-4147 nicole_yavasile@bhimpact.com

Source: Menchie's

A service of YellowBrix, Inc.


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