Mezco Toyz joined forces with Warner Brother to promote its upcoming horror film Annabelle: Creation and took over the Times Square location of Ripley’s Believe It Or Not! The results were, predictably, terrifyingly good fun.
Mezco Toyz is known not only for its award-winning products, but for its innovative and interactive PR events. To promote its prop replica Annabelle dolls for the highly anticipated Annabelle: Creation film, Mezco teamed up with Ripley’s Believe It Or Not! To create a one-of-a-kind scavenger hunt for macabre enthusiasts. Throughout Ripley’s “odditorium,” 13 of Mezco Toyz’s Annabelle prop replicas were hidden among the Odditorium’s collection of over 500 unusual artifacts from all over the world, as well as within its amazing interactive exhibits. Each demonic doll was stationed next to a letter of the alphabet.
Upon entry to the attraction, brave devotees were each given a map. The goal was devilishly simple: find the Annabelle dolls, write down the letter by each one, then present the map to Mezco and Warner Brothers representatives stationed by the exit. Eagle-eyed explorers who discovered all 13 Annabelles were awarded Mezco fidget spinners, Living Dead Dolls lanyards and pins, Annabelle t-shirts, Annabelle tote-bags, movie posters, Annabelle-branded exorcism medallions, flashlights, hats and the 2017 Mezco Toyz catalog, containing a whopping 96 pages of high-end collectibles.
130 lucky fans also received tickets to a sneak preview of Annabelle: Creation. Brave souls willing to face evil itself had the opportunity to pose with the demon who possesses Annabelle for a photo that will surely bring nightmares for years to come. The screams of patrons both thrilled and terrified to meet Annabelle and her “demon” could be heard up and down 42nd Street.