OREANDA-NEWS. September 29, 2010. X5 Retail Group NV, Russia's largest retailer by sales, received a Homey Award from 20th Century Fox Consumer Products in the "Retail" category. The Retailer won the award for its huge contribution to the massive success of "Ice Age 3" in Russia.

Collaboration between Fox Consumer Products, a 20th Century Fox unit, and X5 Retail Group began in August 2009, when the company acquired rights to commercially exploit characters of "Ice Age 3". Since then, the Retailer's chains ("Perekryostok", "Pyaterochka" and "Carousel") have been selling about 50 sku's under the brand of "Ice Age 3". Among the most popular products are: potato chips, juices, soft drinks, dairy products, notebooks, t-shirts, nuts. As a part of the collaboration with the Studio, the Retailer run in-store lotteries and promotions and gave away "Ice Age" toys for prizes.

Fox Consumer Products has been rewarding its partners around the world with Homey Award for outstanding achievements in movie promotion for more than 12 years. The award is given in three categories: Retail, Licensing, Advertising partners.

"X5 Retail Group has created a truly innovative retail chain with a unique range of products. And the combination of a unique target audience and thoughtful assortment policy allows it to create a powerful synergistic effect. And we, in the Fox Consumer Products, hope to build a successful and long-term relationship with the Russian company", – commented Carl Lumbard, Senior Vice President and Managing Director, FOX Consumer Products Europe.

"We are confident that our further cooperation with 20th Century Fox will develop as productive as our working together to promote "Ice Age 3" in Russia, – says Lev Khasis, Chief Executive Officer of X5 Retail Group.