Universal Studios tasked LEITZES&CO with creating newness for their iconic Minions brand in between theatrical releases while simultaneously infiltrating a new target psychographic for the IP: the male millennial streetwear audience. Additionally, the collaboration supported a major milestone: the celebration of the Minions' 10-year anniversary. LEITZES&CO tapped their friends over at Hypebeast to help co-create an ecosystem of partners for exclusive drops on HBX.com and roll out a strategic paid media and seeding plan to their network to help generate “hype” that would resonate with their audience. Four subversive product drops with content and activations came to life in partnership with Verdy, Yeenjoy, Joya and famed, LA skatepark The Berrics.