Advertising Age has reported that $60 million in television advertising alone will run in support of The Incredibles promotions by partners.  The ads, from such companies as SBC, P&G, Kellogg, Safeway, Hollywood Video, Toys R Us, and numerous licensing companies, will use an unusual amount of custom animation. 

In an SBC spot that has already started airing, The Incredibles character Dash Incredible travels to China's Great Wall while waiting for an image of the Wall to download.   Other ads, including those for P&G products, will also include footage of The Incredibles characters in storylines that promote the products being advertised. 

In addition to the $60 million in TV, the partners will also run ads in numerous other media, including outdoor, print, on-line, and direct mail. 

The promotional noise surrounding this release, and the likelihood that it will be one of the biggest family movies of the year, ensure a ready market for the Chroncles books, Dark Horse comic adaptation, Tokyopop Cine-manga, Upper Deck trading cards, and Hasbro toys (see 'Chronicle Books To Do the Incredibles').