But in the five years since the Minions movie came out, their original Gen Z audience has grown up. Since then, Illumination Entertainment and Universal Pictures have successfully kept Minions a part of the zeitgeist with the expansion of the franchise to include the Minions' own movie and endless brand collabs (think Minions tennis rackets with Wilson Sporting Goods and Minions apparel with Uniqlo). We were first introduced to the Minions in Despicable Me in 2010. The team hopped on a variety of ephemeral viral TikTok trends, from "is it cake?" to "who is your celebrity twin?" and encouraged user-generated Minions content, commenting on Minions-related videos on TikTok to keep the characters relevant on the platform. Behind the scenes, the Minions social team has worked tirelessly to make the franchise and its little yellow creatures, which live to serve an evil villain, once again relevant to Gen Z via their TikTok presence and engagement with fans. Minions: The Rise of Gru made more than $125M on its opening weekend, a new Fourth of July weekend box office record, and over the July 16 weekend it surpassed $500M. The tag "Gentleminions" has over 170 million views on TikTok.īut in reality, like so many trends on the internet, it's a case of effective, targeted marketing. The public has been quick to attribute Minions: The Rise of Gru's runaway success to Gen Z's quirky ironic love for the franchise, demonstrated through the bizarre "Gentleminions" trend, which has young people flocking to movie theaters dressed in formal attire to see the film. Minions: The Rise of Gru, the latest installment in the Despicable Me Cinematic Universe (DMCU), has many of our FYPs looking like a suburban mom's Facebook page circa 2013.
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