Small Soldiers, Big Cars

Posted on by Chief Marketer Staff

A special motorsports merchandising program featuring Action Performance Companies, Inc., DreamWorks Consumer Products, and Joe Gibbs Racing have joined in a cross-promotion designed to push the summer release of the Universal Pictures film, Small Soldiers.

Called “Small Soldiers . . . Behind the Scenes,” it was announced at a special press event at Universal Studios in Orlando that featured the presence of three of the hottest cars in motorsports.

Present were NASCAR Winston Cup’s Bobby Labonte, driver of the No. 18 Interstate Batteries Pontiac, NASCAR Busch Series’ Tony Stewart, driver of the No. 44 Shell Pontiac, and NHRA’s Cruz Pedreon, driver of the Interstate Batteries/Hot Rod Magazine Pontiac Funny Car.

Each of the racing cars now picture Small Soldiers’ characters Major Chip Hazzard of the Commando Elite and Archer, leader of the Gorgonites. Labonte’s car also features additional characters like Blitz Bazooka and Kip Killigan. Merchandise related to Small Soldiers-themed cars will be available through Action’s distribution channels and trackside at NASCAR and NHRA events.


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