If there’s one 2015 success story that just can’t be ignored, it’s Universal’s Minions.

Created by Illumination Entertainment (the same studio behind the Despicable Me films) and released by Universal Studios, the prequel became a huge box office success, grossing $1.1 billion worldwide. That’s not including the success the adorable little henchmen saw in other promotions, including tie-ins with the likes of Amazon and McDonald’s, and their widely popular mobile game Minions Paradise.

Their success is continuing on the home front as well. Variety reports that the home entertainment campaign for Minions is outpacing a number of releases by 40 percent. That’s including big hits like Avengers: Age of Ultron, Inside Out and even Universal’s own blockbuster Jurassic World, none of which could touch Minions’ 7 million engagements within their campaign periods. 

The campaign contained many popular factors leading up to the film’s release on DVD and Blu-Ray this week, including behind-the-scenes production clips and timely holiday content.

Minions also scored big on the Digital Audience Ratings (DAR) front, ranking within the top five for a second week in a row. The movie had no trouble notching its way into the top five, with only Star Wars: The Force Awakens and Batman v Superman: Dawn of Justice beating it out. 

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The social engagement with Minions has also been at an all-time high leading up to its home release, with nearly 10 million mentions across Facebook, Twitter, YouTube and other social sites. Facebook even went as far as to add custom Minions stickers to its site, so users could chat with one another using the cute little guys, utilizing a number of reactions.

The momentum for the Minions doesn’t look to slow down anytime soon. In fact, don’t be surprised if they become the surprise holiday gift idea of the season, between stuffed plush dolls and other goods.  

The home release of the film should no doubt sell well into the millions, keeping the Minions popular enough until the arrival of Despicable Me 3 on June 30, 2017.