You will be redirected back to your article in seconds

‘Phineas and Ferb: Mission Marvel’ to Invade Disney’s D23 Expo with Waffle-inator

Dr. Doofenshmirtz's latest invention to serve as promotional stunt for 'Phineas and Ferb: Mission Marvel'

Disney Channel will bring next month’s mash-up of “Phineas and Ferb” with Marvel’s superheroes and villains, “Phineas and Ferb: Mission Marvel,” alive by building a 40-foot Waffle-inator at the Disney D23 Expo.

In the Waffle-inator Challenge, four players compete to free “Phineas and Ferb’s” Agent P from the clutches of the evil Dr. Doofenshmirtz by hurling foam waffles at a massive screen to move Phineas and Ferb , while outmaneuvering Dr. Doof’s evil creations before time runs out.

The Waffle-inator, that will be built in the Grand Plaza near the D23 Expo entrance, is seen in “Phineas and Ferb: Mission Marvel” as Dr. Doofenshmirtz’s latest invention to take over the world. The TV special premieres Aug. 16 on Disney Channel and Aug. 25 on Disney XD. In the special, Phineas and Ferb team up with the Marvel’s super heroes, including Iron Man, Thor and the Incredible Hulk, to help them regain their powers and defeat Marvel super villains and Dr. Doofenshmirtz in an epic battle of good versus evil during which the Waffle-inator is involved.

Disney Channel opted to build a lifesize version of the invention at D23 to give kids and families a way to interact with the property as a unique promotional opportunity.

The Waffle-inator Challenge is the latest experiential promotion Disney Channels has produced after several promos designed around “Teen Beach Movie,” and touring events for Disney XD and Disney Junior’s “Jake and the Neverland Pirates” and “Sofia the First” this summer that connect audiences inside malls and other highly trafficked areas with the networks’ characters in unique ways.

For “Teen Beach Movie,” for example, Disney Channel will host a “Teen Beach Movie” Beach Party at Disney’s Typhoon Lagoon Water Park, in Orlando, through Sept. 2 (see below). The interactive dance parties include relays on the sand, hula hoop games, water balloon and beach ball tossing. It also produced a concert series for the launch of the TV movie.

SEE ALSO: Disney’s ‘Teen Beach Movie’ Hangs Ten with Brands

“People want to engage with the characters and stories more and want to be involved with the experience beyond what they see on television and beyond what they’re involved with in the digital space,” said Richard Loomis, senior VP and chief marketing officer, Disney Channels Worldwide.

The events are viewers’ “personal moments,” Loomis added. “It is their personal memory and it’s something we hear time and time again that they remember for years and years to come,” Loomis said. “And it’s as important to the kids as to the moms and dads having a moment with their kids.”

With the Waffle-inator Challenge, Loomis said, “Disney Channels hasn’t lost sight in the fact that there’s a lot of power and entertainment in seeing Phineas and Ferb come to life in a whole new way. We had an incredible opportunity to bring together two very different worlds and two worlds loved by kids and familes. We saw a great experiential marketing opportunity that’s aligned with the story in this special episode and very different from what we’ve done out there.”

SEE ALSO: How TV has Replaced Animated Films as Disney’s Biggest Brand Ambassador

Naturally, the stunt will also benefit Disney from plugs from fans across social media platforms, with teens and families posting photos of the Waffle-inator or themselves hurling waffles at the screen. “In the world of kids, social media isn’t influencing the event and experiential marketing experience,” Loomis said. “We’re mindful that our audience of eight-, nine- and 10-year-old kids aren’t as engaged on Facebook and Twitter as a 17-year-old boy or girl might be.”

The D23 Expo is Disney’s answer to Comic-Con, with the fanfest for all things represented by the Mouse House on display inside the Anaheim Convention Center Aug. 9-11. Single day tickets cost $47 foradults and $37 for children 3-12. Three-day passes are $136 for adults and $106 for children., with D23 fan club members receiving discounts.

SEE ALSO: D23 Expo Lines up Disney Channel Stars, ‘Phineas and Ferb: Mission Marvel’

In addition to the Waffle-inator Challenge, Disney Channel, Disney XD and Disney Junior will also have Adrian Pasdar, Drake Bell, Fred Tatasciore, Roger Craig Smith, Bumper Robinson and Laura Bailey on hand at D23 to greet fans on Aug. 9, as well as stars representing “Teen Beach Movie,” “Phineas and Ferb,” “Shake It Up,” “Jessie,” “Gravity Falls,” “Good Luck Charlie,” “Liv and Maddie,” “Kickin’ It,” “Dog With A Blog,” “Lab Rats,” “Crash & Bernstein,” “Wander Over Yonder” and “Sofia the First.”

Fans will also be able to watch  live performances from Hollywood Records’ Bridgit Mendler and R5, featuring Ross Lynch, and meet characters Princess Sofia (“Sofia the First”), Doc McStuffins, Jake (“Jake and the Never Land Pirates”), Spider-Man and Iron Man.

More Biz

  • Sub Pop Cofounder Jonathan Poneman Talks

    Sub Pop Cofounder Jonathan Poneman Talks Legacy and Lifetime Achievement Award

    In its early days, Sub Pop seemed like one of the last record companies on earth that would survive, let alone remain vital, for more than 30 years. They brought Nirvana and Soundgarden to the world, but seemed destined to be forever typecast as the ground zero of grunge, a rock genre that shook the [...]

  • Contract Placeholder Business WGA ATA Agent

    Writers Guild Rejects ATA Offer, Seeks Individual Talks With 9 Top Agencies

    The Writers Guild of America has called off negotiations with the Association of Talent Agents in favor of pursuing individual talks with nine top agencies as it enforces a total ban on packaging fees and affiliated production for agents representing guild members. WGA West president David Goodman announced the guild’s decision to reject the ATA’s [...]

  • Harry Ponsonby and Diane Kamin

    Hollywood’s National Research Group Expands Into Asia (EXCLUSIVE)

    Media research and testing firm National Research Group is this month to open its first office in Asia. The new unit will be located in Singapore and eventually operate across a widely-defined version of Asia Pacific that includes mainland China, Japan and India. Best known for its behind the scenes role in pre-release testing of [...]

  • Jim Gosnell

    APA Claims Texts Were Fabricated in Lurid Sex Harassment Suit

    A former assistant at APA filed a lurid sexual harassment complaint on Wednesday alleging that a partner at the firm sent her graphic text messages and threatened to have her fired when she refused his advances. The assistant, identified in the suit only as Jane Doe, alleges that top management fostered a “toxic, pervasive and [...]

  • Logic Launches BobbyBoy Records as Joint

    Logic Launches BobbyBoy Records as Joint Venture With Def Jam

    Grammy-nominated rapper Logic — aka Sir Robert Bryson Hall II, aka Bobby Hall —has announced a joint venture with Def Jam Recordings for his new label, BobbyBoy Records, which was formerly known as Elysium Records. The imprint’s initial artist roster is comprised of singer-songwriter John Lindahl, Damian Lemar Hudson (featured on “Black Spiderman,” from Logic’s RIAA platinum 2017 album, “Everybody”); Big Lenbo (featured on two previous Logic albums); [...]

  • Shari Redstone Joe Ianniello

    Shari Redstone, Joe Ianniello in Spotlight as CBS and Viacom Pursue Merger Talks Again

    As CBS Corp. nears a formal acquisition offer for Viacom, the actions of two key players — controlling shareholder Shari Redstone and acting CBS CEO Joe Ianniello — will be closely watched in the coming weeks. Redstone’s moves are under scrutiny because of the potential for litigation surrounding a deal that some have criticized as [...]

  • In this courtroom artist's sketch, defendant

    Nxivm Founder Keith Raniere Convicted of Sex Trafficking

    Keith Raniere, the founder of the Nvixm sex cult, was convicted on racketeering and sex trafficking charges on Wednesday. The jurors deliberated for about five hours before returning with guilty verdicts on all seven counts, including racketeering and forced labor conspiracy charges. He is set to be sentenced on Sept. 25, and faces the possibility [...]

More From Our Brands

Access exclusive content