"We knew that different fans had different story lines and different characters that really stood out as their favorite. So we thought that this would be a fun way to give everybody the package that they would want," explained VP of brand marketing, Lori MacPherson.
Another goal is to maximize shelf space impact. Each retail location will be shipped a mix of all the covers.
"We knew with four different colors all lined up that it would create a really exciting billboard," MacPherson said.