From villainy to victory: 5 ways Despicable Me rewrote the animation rulebook.

For over a decade, the Despicable Me franchise has stood as a beacon of innovation and success in the world of animated films. Since its inception, Illumination Entertainment's flagship series has not only captured the hearts of audiences worldwide but also reshaped the landscape of animation in profound ways. Read on to see how Despicable Me changed the game for animated films.

Rise of the Minions

No discussion of Despicable Me would be complete without mentioning those mischievous Minions. From their lovable antics to their iconic gibberish, these yellow troublemakers have become cultural icons in their own right. After stealing the show in the first two Despicable Me films, the Minions earnt their own spin off film in 2015 titled Minions. Illumination's strategic focus on the Minions has not only driven merchandise sales and box office success but also sparked a global social media phenomenon. This was especially seen with 2022’s Minions: Rise of Gru, which transcended just family audiences to become a major cultural moment thanks to the #GentleMinions TikTok trend that saw late teenagers dress in suits and go to the film. The trend was born out of nostalgia, with participants noting it was an ode to them growing up with the original Despicable Me films, highlighting the ongoing power of the franchise. The trend amassed more than 61 million views on TikTok, permeating through culture globally and creating an unmissable moment for brands to tap into. The immense popularity on social media was a major driver in the film’s box office success with Minions: Rise of Gru becoming the 5th highest grossing animated film of all time in Australia, proving that sometimes, it’s the sidekicks that steal the show.

Chart-topping tunes

Illumination knows how to hit the right note with audiences – literally. From the inclusion Pharrell Williams’ chart-topping hit "Happy" in Despicable Me 2 to the infusion of Taylor Swift’s toe-tapping “Shake It Off” in Sing. Illumination seamlessly integrates catchy pop songs into its films, elevating the viewing experience by transforming cinemas into immersive sensory playgrounds. Illumination has also been a key source of inspiration for other studios to lean into the development of memorable soundtracks for their animated films, as seen with DreamWork Animation’s wildly popular Trolls and Trolls World Tour, which feature songs from the likes of Justin Timberlake, Ariana Grande and Kelly Clarkson.

Budget-savvy brilliance

Despite only being founded in 2007, Illumination have engrained themselves as one of the most successful animation studios of all time and continue to prove that you don't need a despicably large budget to make a blockbuster. With their cost-effective production approach to the Despicable Me franchise, Illumination has demonstrated that modest investments can yield monumental returns at the box office, with the Despicable Me franchise cementing itself as the highest grossing animated film franchise of all time, grossing $4.4B globally and $167M in Australia alone. Challenging the notion that big-budget productions are a prerequisite for success in the animated genre.

Kid-centric marketing magic

Illumination's marketing strategies are as cunning as Gru himself. By crafting teasers and trailers with a Looney Tunes-esque short film quality, the studio ensures that their core demographic (children) are entertained and left wanting more. This simple, yet ingenious approach has inspired other studios to produce similar attention-grabbing content tailored to children's tastes, exemplified by DreamWork Animation’s recent success with The Boss Baby.

Character-driven comedy

In the world of Despicable Me, character is king – or should we say, Gru. The franchise prioritises hilarious characters and goofy humour over complex plots, catering to the short attention spans and lively imaginations of young audience members. While the films may not have the intricate narrative of a Pixar film, their laugh-out-loud moments and memorable characters like Gru and his Minions, are ultimately what drives their success, enabling the franchise to maintain its charm and popularity over the years.

As the Despicable Me franchise prepares to embark on its next chapter with Despicable Me 4, it's clear that its influence on animated films will endure for years to come. By redefining industry norms, captivating audiences of all ages, and embracing innovation at every turn, Despicable Me has left an indelible mark on the world of animation.