Kum & Go Celebrates Release of 'Jackass Number Two' DVD

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Kum & Go Celebrates Release of 'Jackass Number Two' DVD

WEST DES MOINES, Iowa -- To celebrate the DVD release of the movie that made Kum & Go's merchandise a hot fashion, the chain will host a release party and promote the sale of the 'Jackass Number Two' DVD and the company's featured Kum & Go T-shirt on its Web site.

What may have started as an accidental product placement turned out to have a huge impact on merchandise sales for Kum & Go. In one segment of the movie, actor Johnny Knoxville sports a black T-shirt featuring the Kum & Go logo and slogan, "We go all out," while testing Embassy security machines that shoot high-speed projectiles at suspected offenders.

That one scene rocketed online merchandise sales of the company's shirts, hats and mugs into the hundreds. The most popular item is the same black T-shirt that Knoxville wore in the movie.

To promote the DVD further, the chain is offering a DVD/shirt promotion for $30 on its Web site, www.kumandgo.com. The company expects the offer will be in high demand.

'Jackass Number Two' -- a sequel to the 2002 'Jackass' movie that originated from an MTV series -- opened in late September and topped the box office charts in its first week. By the end of November, the movie grossed $72.6 million.