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‘Despicable Me’ is a computer-animated comedy film franchise distributed by Universal Pictures and produced by Illumination Entertainment. The key characters include: Gru, a super-villain (who later becomes a dad and superhero), his yellow-coloured Minions and his three orphan kids, Margo, Edith and Agnes. The characters world-wide popularity began with its 2010 film, Despicable Me, and its 2013 sequel, Despicable Me 2.

The movie ‘Minions’, was released in the summer of 2015 and grossed over $1 billion, making it the 23rd film to gross over $1 billion and the 3rd animated film to achieve this after Disney’s Toy Story 3 and Frozen. The film is about the exciting adventure of the Minions, serving history's most ambitious villains and destroying all the bad guys through their ineptitude. The story picks up in 1968, where they compete for the right to be engaged by Scarlet Overkill, the first stylish and ambitious female super-villain. Baby Brands Direct is a keen distributor of Minions merchandise serving supply primarily to gift and toy retailers.

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The Despicable Me franchise has catapulted Universal Studios as a major player in the animated movie and game industry. It also houses a simulator ride attraction ‘Despicable Me: Minion Mayhem’ at the Universal Studios Florida and Universal Studios Hollywood. The licence has become a huge success with every child and parent familiar with the cheerful and hilarious personality of the little yellow organisms. With an ever growing Facebook fan page of over 4.5mn followers their posts are regularly seen on social media quoting various jokes and hence the licence continues to grow in consumer’s hearts.

Merchandise sales are expected to be maintained at levels of approximately $70million a year and escalated with promotional campaigns ranging from being starred on McDonald’s Happy Meals to special edition Tic-Tacs! Retailers can be sure that these popular children’s characters will stay ever-green and can stock up on Minions merchandise from multi-award winning wholesaler Baby Brands Direct with confidence.