Commissioned by Universal Pictures, a pop-up store was first launched in Utrecht Central in November 2017 and then successfully extended for the Christmas holiday in Hoog Catharijne Shopping Center.

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Goal: promoting the movie Despicable Me 3 (Verschrikelijke Ikke 3) on blu-ray and DVD in a fun and playful way.

 

Pop up format: step into the world of the minions and unicorns; watch the movie Despicable Me 3, win a Minions toy or Unicorn backpack by shooting in the gallery or have your picture taken in the prison with the Minions with the Polaroid camera!