In preparation for Ice Age: Continental Drift's July 13 release date, the toy store launched boutiques inspired by the film in stores throughout the U.S. last week. Ice Age products include Harper Collins children's books, Cardinal board games, a video game from Activision, Accessory Innovations lunch bags and backpacks, a toy line, plush and toy figures. "As parents and kids eagerly await the theatrical release of Ice Age: Continental Drift, we're excited to serve as the go-to destination for all the toys, games and more based on the latest installment in this family-favorite movie series," says Vice President, Divisional Merchandising Managers of Toys "R" Us in the U.S. Jamie Uitdenhowen. Customers who spend more than $20 on Ice Age merchandise at Toys "R" Us gain a $5 currency gift card for Ice Age Online, a game from Bigpoint. "This summer's release of Ice Age: Continental Drift is going to be one of the biggest film events of the summer and we wanted to support the release with one of our biggest retail campaigns ever for the franchise," notes President of Twentieth Century Fox Consumer Products Jeffrey Godsick. "Toys R' Us is going to provide fans across the country with an interactive, one-stop destination to purchase all the latest Ice Age products." The film has already grossed $78 million in international markets.