Despicable Me 2 was released in cinemas on the 20th of June 2013 in response the the highly successful Despicable Me (2010). The movie was distributed and produced through Universal Entertainment.

Due to the popularity of computer generated animation, film companies are able to produce more animated films than ever before. This creates more demand for animated films and can lead to more revenue generated for companies.

As a result, this can lead to films lending their characters to various companies in order to promote their business and in addition the movie. This has been the case for Despicable Me 2. Other companies, such as McDonalds, have used the iconic “minion” characters to promote their happy meals products. This blog will analyse Despicable Me 2 and their integrated marketing campaign.