‘Mr. Magorium’s Wonder Emporium’ Vying to Break Guinness World Toy Record

I was informed on Wednesday that Walden Media and Fox Walden are vying to break the Guiness World Record for the largest toy drive. They intend to amass 12,000 pounds of toys from Nov. 6 to 12.

The Guiness World Record is calculated based on the most toys collected within a week as valued by total weight. The film companies are working with Toys for Tots to reach the goal.


The buzz-building excercise is timed to the holiday release of “Mr. Magorium’s Wonder Emporium,” which is written and directed by Zach Helm. The film stars Dustin Hoffman, Natalie Portman, Jason Bateman and Zach Mills.

“What an incredibly special way to bring some of the magic from this movie off the screen and into the lives of children this holiday season,” Portman said in a statement.


“Mr. Magorium’s Wonder Emporium”
Photo credit: IMDb
“Toy chests” will be placed in movie theatres, schools, libraries, community centers and businesses throughout New York, Los Angeles, Chicago, Dallas, Miami, Boston, Atlanta, Denver, Seattle and Washington, D.C.

Each market has a goal to collect at least 1,200 pounds of toys. Fox Walden will also conduct an online campaign that allows people across the country to build a toy online.

The film, which is a Walden Media and Mandate Pictures co-production, opens on Nov. 16.

Is Visa in Cahoots With ‘Mr. Magorium’s Wonder Emporium’ or Sheer Coincidence?

This is either a case of subliminal product placement, sheer coincidence or unadulterated thievery.


“Mr. Magorium’s Wonder Emporium”
Photo courtesy of IMDb
What does the “Mr. Magorium’s Wonder Emporium” film trailer have in common with Visa’s new, happy-go-lucky “juggling” commerical?

1) They use Danny Elfman’s “Pee Wee’s Big Adventure” theme.
2) They’re both set in similiar toy stores.


Visa’s currently running “juggling” advertisement.
Screenshot created by Adam Fendelman from Visa’s TV spot
It’s possible that creative folks from two starkly different groups imagined up similiar campaigns using precisely the same song. It’s possible they were designed to go public at the same time completely unacquainted with what was in the works at the other camp.

Of course, it’s also certainly possible this isn’t a coincidence at all. Time will tell. See the movie trailer here. See the Visa ad here (scroll down to the “View ‘Juggling’ TV Commercial” link).

The Walden Media and Mandate Pictures co-production starring Dustin Hoffman, Natalie Portman and Jason Bateman and written and directed by Zach Helm opens on Nov. 6.

So You Want to Be a Movie Intern?

Apple and MTV.com have partnered with Fox Walden – a new joint venture between 20th Century Fox and Walden Media – to create and distribute an original reality Web series entitled “So You Want to Be a Movie Intern”.


The six-episode series follows nine aspiring filmmakers living and working together on the set of Fox Walden’s upcoming fantasy epic “The Dark is Rising”. The series takes an entertaining look at the less-than-glamorous path to Hollywood stardom.

The series began on June 26 with a simultaneous launch on iTunes and MTV.com. Building up to the Oct. 5, 2007 release of “The Dark is Rising,” new episodes will be introduced throughout the summer.