Reebok and Universal Brand Development launch Minions: The Rise of Gru footwear collection

Reebok has partnered with Universal Brand Development, Illumination and the world renowned Minions franchise to grandly unveil its Minions: The Rise of Gru collection, a new footwear range celebrating the upcoming blockbuster release slated for July 2021.

Available globally from and select retailers beginning October 1, the exclusive full-family footwear collection ‘unfolds a real-life creative alliance of epic proportions revealing a master plan years in the making.’

Recognized globally as the world’s most successful animated film franchise of all time, Illumination’s iconic Despicable Me continues to capture the imagination of audiences worldwide. The Minions x Reebok collection injects inspiration directly from the forthcoming film that chronicles the untold story of one 12-year-old’s dream to become the world’s greatest supervillain.

The collection feature the Minions x Reebok Question Mid Gru’s Lab, an imaginative modification of Reebok’s Question Mid inspired by Gru and his laboratory. It uses different “metals” from around Gru’s lab to form a mostly unpolished silver upper, while a more-finished glossy chrome leather panel at the heel pops above his signature “G” logo stamped in place of the traditional Iverson “3”.

Looking inside, wearers will find asymmetric double-sided ‘trap door’ sock liners – a first-of-its kind sneaker innovation – that each hide top-secret elements from Gru’s lab on the underside.

Next up is the Minions x Reebok Instapump Fury Vicious 6, a take on the Vicious 6 that Gru must first defeat to become the world’s greatest super villain. Taking inspiration from the infamous group, this asymmetric fashion-forward take on Reebok’s historic ‘laceless’ Instapump Fury mixes a plethora of contrasting prints, colors, materials and textures, while the silhouette goes big like the villains themselves.

The Minions x Reebok Club C Vicious 6 meanwhile, nods to the film’s ’70s vibe and textures as well as retro colours, featuring corduroy, premium leather and nubuck panels and the Vicious 6 logo on the tongue.


The Minions x Reebok Instapum Fury Minions pays homage to the Minions iconic yellow and blue colour palette, as a vibrant take on the Instapump Fury imagined through the eyes of the Minions themselves. It feature particular nods to the film franchise, including a Minions party insole, Minion eyes on either pump button, a banana peel graphic on the left outsole, and more.

Completing the line up is the Minions x Reebok Club C Otto, a subtle yet bright take on the classic Club C which celebrates the franchise’s newest Minion, Otto. The silhouette, a second creation inspired by the Minions horde, is filled with yellow paint, Minions party insoles, pops of lime green and a splash of mud on either outsole – the meaning behind which will be revealed in the forthcoming film.


The partnership is completed with an apparel capsule collection that feature Minions x Reebok graphic acropss a range of short sleeved and long sleeved cropped and regular t-shirts. Each Reebok creation arrives in Gru’s Lab sneaker packaging, featuring hand-drawn orthographic views of Gru’s childhood bedroom and top secret lair, complete with Easter egss from the upcoming film.

Fireman Sam and Despicable Me join the Tonies licensed audio tales portfolio

Fireman Sam and Despicable Me are the latest properties to join the popular children’s audio system, Tonies, joining a growing roster of licensed stories that includes The Lion King and The Gruffalo.

Based on the BBC children’s TV series, the Fireman Sam Tonie runs for 60 minutes and tells the tale of its hero Sam saving the day in the fictional Welsh town of Pontypandy. The Despicable Me: The Junior Novel, meanwhile, runs for 116 minutes and follows the tale of Gru and his minions.

In addition to the two licensed stories, a third Tonie completes the newest wave, taking the form of the Easter Bunny Creative Tonie, depicting a bunny holding a basket of Easter eggs and allowing users to record their own audio via the Tonie app.

Tonies co-founder, Marcus Stahl, said: “We are delighted to introduce two such well known and loved titles to our collection. Minions have become iconic animated figures in their own right, and it is fantastic to be able to add the timeless character Fireman Sam to the collection.

“We look forward to seeing the response from new and existing customers and have more exciting launches planned in the coming months.”

Launched in the UK in 2018 by Patric Faßbender and his friend and co-founder Marcus Stahl, the Toniebox is an intuitive speaker system that is revolutionising story time for children thanks to its screen-free engagement.

Billed as an ‘easy, fun and interactive way for three to eight year olds to play their favourite stories and songs’ Tonies encourages kids to place a Tonie figure on top of the box and the content from the audio will begin to play.

Over 10.5 million Tonies and 1,000,000 Tonieboxes have been sold across Europe since the launch and 2020 started with the exciting announcement of the brands’ expansion to the USA – expected towards the end of this year.