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Stimulating children’s creativity was at the heart of this campaign centred around DreamWork Animation’s Penguins of Madagascar. So we put the emphasis on DIY and turned Skipper, Kowalski, Rico, Private and 24 other characters into Skittlez! And let the kids personalise each one with stickers to make them their own: Look, I stuck a tail on his head to make a cap! We also presented each one in blind flowpacks for extra unwrapping excitement and created a cardboard bowling alley – complete with instructions – which was also a hit! What’s more, shoppers could collect bonus stamps to get a 70% discount on a cool Penguins of Madagascar rucksacks and suitcases.