In the late hours of a bustling supermarket, the world of Marketropolis wakes up after closing, transforming into a bustling city where the citizens are living, breathing Ikes—personified marketing icons brought to life. Here, the brave cereal mascot Dex Dogtective [Charlie Sheen] is on the verge of a life moment as he prepares to propose to his beloved Sunshine Goodness [Hilary Duff], a raisin mascot who lights up the toy-store-like streets with warmth and charm. But just as the moment arrives, Sunshine vanishes, leaving Dex with a mix of resolve and heartbreak that starts a deeper journey. The town’s mood shifts from celebration to concern as the news sinks in: someone has snatched away a spark that kept Marketropolis hopeful.
Six months pass in the real world, where the Brand X empire expands its reach under the forceful guidance of a gleaming figure known as Mr. Clipboard [Christopher Lloyd]. He descends on Marketropolis with a blunt mission: push Brand X’s generic products into every aisle and subdue the Ikes’ unique identities. The arrival is echoed in the Ikes’ world by the entrance of Lady X [Eva Longoria], a seductive force associated with Brand X detergent Ike who stirs trouble at Dex’s club, the Copabanana. Her influence pulls at the fabric of Marketropolis, replacing old favorites with the cold promise of something cheaper, sleeker, and more disposable. The shift is not just economic but existential, as Ikes begin to die off, their presence fading as Brand X tightens its grip.
Dex’s concern grows when his ally and friend Daredevil Dan [Wayne Brady], a chocolate squirrel, vanishes into the shadows of a corporate conspiracy. Dex refuses to bow to pressure and stands his ground, resisting Lady X’s attempts to lure him toward Brand X’s side. The battle intensifies when a dangerous moment arrives: Dex and Dan are trapped in a dryer, their fates hanging as they teeter on being melted away. In a tense struggle, they break free, discovering that Brand X hides a toxic secret—an addictive ingredient woven into the products that threatens Marketropolis from within.
Determined to save their world, Dex and Dan mount a bold plan to initiate a product recall. They attempt to send a message through the store owner’s computer, but Brand X fights back by cutting the power just as their plea goes out. Undeterred, Dex rallies the Ikes to resist the bankruptcy of identity that Brand X would impose. What follows is a grand showdown: a colossal food fight that pits Marketropolis against Brand X’s invading armies. The citizens’ ingenuity shines as they convert the supermarket’s own electricity and improvised lightning rods to protect their districts, turning the battlefield into a clever, electrical defense that tips the balance in their favor.
Key to the victory is Sunshine’s rescue. The brave hunt leads Dex into a climactic confrontation in a Brand X tower where Sunshine is being held hostage. The rescue is aided by Dan, whose loyalty and courage help break the fortress’s grip. Yet the revelation that follows is the twist that reshapes the entire conflict: Mr. Clipboard is revealed to be a robot controlled by Lady X. In a dramatic turn, Lady X bares her history—the former hideous Ike of an unsuccessful prune-brand—explaining that she has been siphoning Sunshine’s essence to fuel a new Brand X identity. The confession clarifies her motive and sets the stage for the final confrontation.
In the end, Dex and Sunshine join forces to defeat Lady X, destroying the threat she posed to Marketropolis and restoring the Ikes who had fallen. Sunshine’s essence is returned, and the village’s life is revived, bringing the characters back to a sense of normalcy and hope. With Brand X vanquished and the cure circulating, the Ikes reclaim their place in the market—and in each other’s lives. The story closes on a hopeful note as Dex and Sunshine celebrate their renewed bond, cemented by love and resilience, and they marry, reaffirming the idea that identity and loyalty can triumph over commercial coercion and corporate overreach.
