Firm to support line-up of over 60 products with heavyweight PR and marketing activity… by Samantha Loveday
JCB IS kicking off its largest ever TV advertising campaign for its toy lines, led by master licensees Golden Bear and HTI. The marketing and PR activity will focus on two key areas of the JCB Kids business – My 1st JCB and JCB Multi Construct. Over 1,300 TVRs are planned, with the first wave hitting in August and then further bursts throughout the key Q4 period. On the pre-school side, the focus will be on the two new hero play-sets from Golden Bear – On-Site Charlie Crane and On-Site Rock Loader. For the older four to eight age range, the focus is on Build & Rebuild play patterns, with HTI showcasing its expanding JCB Multi Construct line including the Mighty Lift Crane.
The TV will be complemented by heavyweight PR activity – with MI Comms on board – as well as new
JOHNSON: “This is the perfect time to launch a full on PR drive”
social media platforms and an updated website launching. “2012 is the perfect time to launch a full on PR and marketing drive for the JCB Kids brand,” Sam Johnson, senior licensing manager at JCB Consumer Products told ToyNews. “The main purpose of the drive is to do this range justice and reach out to
as many consumers as we can. We believe the campaign will show our target audience just how exciting and broad our toy range now is. “It will also have a positive uplift for our other toy partners such as Tomy, Rolly and InspirationWorks, as well as our wider licensing programme.” JCB: 01889 593499
Classic sweeps in for Chorion brands
CLASSIC MEDIA has acquired the Noddy and Olivia brands from Chorion.
The company had been widely tipped to pick up Noddy – which is part of Enid Blyton’s estate – for some months. The
property was seen by many as the jewel in the crown at Chorion and has a programming library consisting of more than 250 episodes, while the
latest series is seen in over 100 countries. Noddy has also sold more than 250 million books worldwide and has 200 licensees. Meanwhile, Olivia is based on the children’s book by Ian Falconer, first published in 2000. More than six million Olivia books have been sold worldwide, and in 2009 the brand debuted as a 3D CG TV series,
which now airs in more than 120 countries.
“Noddy is a wonderful addition to our collection of family
entertainment,” said Eric Ellenbogen, co-chief executive officer at Classic Media. “For more than 60 years, Noddy has helped bring the magic of toys to life and we’re going to keep passing that along to fans and new generations. We also look forward to bringing Olivia and her adventures to families everywhere.” Classic Media: 020 8762 620