La-Z-Boy has announced a purr-fect collaboration as they join forces with a world-famous feline, Garfield. Throughout the promotional period for Columbia Pictures/Alcon Entertainment’s The Garfield Movie, La-Z-Boy, the global leader in the manufacture and retail of residential furniture, will debut a La-Z-Cat moniker based on everyone’s favourite lasagne-loving cat.
Garfield has his very own much-loved recliner chair in the movie which makes the collaboration a natural fit with La-Z-Boy. More than 15 countries, including Indonesia, will take part in the collaboration, including in Europe, Asia, Africa and the Middle East, which will see innovative activations including a world-first logo takeover and fun competitions.
In participating territories, shoppers and cinema-goers can win prizes by finding a promotional Garfield-themed version of the classic La-Z-Boy Spectator recliner chair and snapping a selfie (Lazy Selfie Contest).
Brand marketing director for La-Z-Boy International, Natasha Shillingford, said the collaboration would help introduce the benefits of reclining furniture to new audiences:
“We are so excited to be giving Garfield a purr-fect place to embrace his lazy side to celebrate the release of The Garfield Movie. As a brand, this is the first time La-Z-Boy has allowed any character near our logo, and just look how pleased he is with the results.”
This partnership not only highlighted the brand’s enduring legacy but also reinforces La-Z-Boy’s position as the go-to brand for those seeking relaxation, appealing to both long-time customers and a new generation of comfort enthusiasts introduced to Garfield through the animated film.
