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Hasbro's Furby is teaming up with shoe brand Hey Dude for an exciting new campaign and line of footwear.
Helmed by creative production studio The Berry, the campaign is marked by a 30-second spot that sees a Kaiju-sized version of the furry toy run amok in the streets of London, as smaller furbies join it to wreak havoc.
The hero spot, accompanied by short teasers, aims to tout the ongoing collaboration between the Hasbro brand and Hey Dude, which recently unveiled a collection of fuzzy footwear featuring rainbow colors and eye-catching leopard print patterns.
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To create the commercial, the team took plate shots in downtown Parliament Square, before integrating images of the beloved robotic toys into the cityscape footage.
Luke Robson, who co-directed the spot with Ryan Burnham, called the brands' latest efforts an "absolute dream project."
"From the moment we pitched our idea for the collab under the title ‘Furbzilla’ and got the green light, we knew we were onto a winner.
It’s got everything from action-packed visuals, stunning CGI, iconic products and plenty of tongue-in-cheek humor, all set against the backdrop of our home turf — London! We’re only just kicking off the new year, but I can already say with confidence this one’s going to be hard to beat," he added.
The new Furby x Hey Dude collab hit the stores on January 21.
Brand partnerships like this are known to aid in accessing new audiences, more resources, and opportunities to innovate and set themselves apart from the competition.
And when you put a beloved toy franchise together with a popular sneaker brand, fans are bound to get excited.
Look Out, It's 'Furbzilla!'
The video, shot from the point-of-view of a passerby, starts off with a person bumping into lifesized Furbies on the streets.
Startled by a loud noise, she turns around and finds "Furbzilla" — a Kaiju-like version of the robotic toy, slowly making its way to her.
She heads the opposite direction and finds a giant LED screen promoting the new Hey Dude x Furby collab, as helicopters hover over the building.
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The person turns around one more time to find Furbzilla right behind her, and it lets out a Godzilla-like scream.
The screen cuts to pink, officially announcing the new collection of the two brands.
Brand partnerships are a popular strategy because they combine resources to produce unique offerings that deliver greater value to both businesses and their customers.
Previously, Lids and Sports Clip Haircuts teamed up to create a transparent cap in time for National Hat Day.
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