Kmart Partners with Universal Pictures, Marvel Entertainment and Burger King for an 'INCREDIBLE' Father's Day

Kmart® has partnered with Universal Pictures, Marvel Entertainment and Burger King for a multichannel entertainment marketing promotion supporting the June 13 release of Universal Pictures and Marvel Studios' upcoming action-thriller, THE INCREDIBLE HULK. Kmart will offer "Incredible Dad" Hulk-themed gift cards to coincide with the "Incredible Dads" Father's Day Promotion. Consumers who purchase $50 in Kmart gift cards will receive "movie money" good for up to two general admissions to take their "Incredible Dad" to see THE INCREDIBLE HULK. Additionally, Kmart is offering a text-to-win sweepstakes, giving consumers a chance to win a trip for four people to the Universal Studios Orlando theme park. Other prizes include Kmart gift cards and THE INCREDIBLE HULK merchandise.

Kmart is supporting the promotion with television spots promoting the film and featuring the "Incredible Dad" gift card; print ads in circular; radio promotions that include movie call-outs and release date messaging; mobile support including ring tones, wallpaper and screensavers; and online exposure via email blasts and a microsite ( In-store point of sale, in-store closed circuit THE INCREDIBLE HULK trailers, in-store radio ads, themed shopping bags and in-store feature themed-licensed merchandise also will be included.

In addition, a dedicated HULK destination boutique will be located in the boys' apparel section of Kmart retail locations, as well as various HULK accessories, Sega video games and Hasbro toys throughout the store.

Burger King Corp. will serve as a partner by distributing a Kmart toy coupon through its BURGER KING® Kids Meal, email database and online at and feature the promotion in its kids-directed Adventures Newsletter. Burger King Corp. has also created a line of six premiums for the BURGER KING® Kids Meal, each of which capitalize on the strength and power of THE INCREDIBLE HULK.

Universal Pictures and Marvel Studios release THE INCREDIBLE HULK on June 13, 2008.

  The promotion launched June 1 and runs through June 15, 2008.
  The Universal partnership was executed by NMA Entertainment & Marketing.

  About Kmart

Kmart, a wholly owned subsidiary of Sears Holdings Corporation (NASDAQ: SHLD), is a mass merchandising company that offers customers quality products through a portfolio of exclusive brands that include Jaclyn Smith, Joe Boxer, Martha Stewart Everyday and Route 66. For more information visit the company's website at or the Sears Holdings Corporation website at

About "The Incredible Hulk"

THE INCREDIBLE HULK kicks off an all-new, explosive and action-packed epic of one of the most popular Super Heroes of all time. In the film, scientist Bruce Banner (Edward Norton) desperately hunts for a cure to the gamma radiation that poisoned his cells and unleashes the unbridled force of rage within him: The Hulk. Living in the shadows -- cut off from a life he knew and the woman he loves, Betty Ross (Liv Tyler) -- Banner struggles to avoid the obsessive pursuit of his nemesis, General Thunderbolt Ross (William Hurt), and the military machinery that seeks to capture him and brutally exploit his power. As all three grapple with the secrets that led to The Hulk's creation, they are confronted with a monstrous new adversary known as The Abomination, whose destructive strength exceeds even The Hulk's own. And on June 13, 2008, one scientist must make an agonizing final choice: accept a peaceful life as Bruce Banner or find heroism in the creature he holds inside -- THE INCREDIBLE HULK.

About Universal Pictures

Universal Pictures is a division of Universal Studios ( Universal Studios is part of NBC Universal, one of the world's leading media and entertainment companies in the development, production and marketing of entertainment, news and information to a global audience. Formed in May 2004 through the combining of NBC and Vivendi Universal Entertainment, NBC Universal owns and operates a valuable portfolio of news and entertainment networks, a premier motion picture company, significant television production operations, a leading television stations group and world-renowned theme parks. NBC Universal is 80% owned by General Electric, with 20% controlled by Vivendi.

About Marvel:

With a library of over 5,000 characters built over more than sixty years of comic book publishing, Marvel Entertainment, Inc. is one of the world's most prominent character-based entertainment companies. Marvel utilizes its character franchises in licensing, entertainment (via Marvel Studios) and publishing (via Marvel Comics), with emphasis on feature films, television, DVD, consumer products, video games, action figures, role-playing toys and promotions. Marvel's strategy is to leverage its franchises in a growing array of opportunities around the world. For more information visit

About Burger King:

The BURGER KING® system operates more than 11,400 restaurants in all 50 states and in 70 countries and U.S. territories worldwide. Approximately 90 percent of BURGER KING® restaurants are owned and operated by independent franchisees, many of them family-owned operations that have been in business for decades. To learn more about Burger King Corp. please visit the company's Web site at

About NMA:

Founded in 1979, NMA Entertainment & Marketing has a rich tradition of creating and activating highly successful and award winning associations between entertainment and brands. NMA has in-depth experience across a broad range of product and service categories. NMA clients include General Motors, Heineken, AETN Networks, Baskin-Robbins, Dunkin' Donuts, NBC Universal Cable Networks, Xbox, Chanel and Rainbow Programming. With a global staff of over 90 marketing professionals, NMA services over 100 clients from offices in Los Angeles, New York, Osaka, Sydney, Boston and London. For more information, please visit,

First Call Analyst:
FCMN Contact:


CONTACT: Kirsten Whipple, Director, Public Relations of Sears Holdings,
+1-847-286-3037,; or Monica M. Jaramillo, Director,
Public Relations of NMA Entertainment & Marketing, +1-818-982-3505,; or Morgan Anderson, Senior Account Executive of
Euro RSCG Worldwide PR, +1-212-367-6874,

Web site:

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