‘Huge initial investment’ planned to market the re-launched brand Celebrity dolls on cards for charity event... by Lewis Tyler
JAKKS PACIFIC has hatched a plan to help recreate ‘80s Cabbage Patch hysteria when it re-launches the brand in the UK this August. Although the new 14-inch dolls will retail at a medium price point, from a marketing point of view, Jakks is treating them as a low price-point collectable and will deploy a marketing strategy similar to those used to build hype for new pocket money crazes. Jakks’ marketing manager Ken Goodisson, explained: “We’ve got to make a big impact. We are making a huge initial investment and there is a wonderful catchy TV spot running all year from August. “We’re treating it as a collectable, regardless of any price points and,
The campaign includes national TV spots, celebrity tie-ins and endorsements, online and print ads, as well as a series of PR stunts and charitable partnerships. The Cabbage Patch birthing centres of the ‘80s will be reintroduced in towns around the UK, starting in a London hospital where a nurse will be on hand to deliver new dolls to children. Additionally, each new birthing centre arrival will come with an adoption certificate, as well as a one- of-a-kind name and birth date and unique character details.
therefore, our communications mix will start with a bang to create a fast pick up and ultimately generate that craze we saw in the ‘80s.
“If you can unlock that nostalgia and retro feel it could take off on its own and create its own PR,” Goodisson continued.
A series of celebrity dolls will be auctioned off in a PR charity event. Goodisson added: “We will use them to tactically raise brand awareness and ultimately raise money for a charitable cause.” Jakks Pacific: 01344 638900
Toymaster reveals 2013 show dates Event to run between May 14th and 16th Retailers hail turnout and atmosphere at last month’s get together...
PREPARATION FOR next year’s Toymaster event has already started, with organisers getting together after another successful show at The Majestic closed its doors last month. “The best time to organise is when
it’s fresh in your head, isn’t it?” said operations director Ian Edmunds. Both exhibitors and visitors praised the organisation, turnout and overall
atmosphere at last month’s show. 2013 dates have been confirmed as May 14th-16th.
Edmunds said: “This is the biggest thing we do and it’s absolutely key. You come here, you park your car and you leave it here for three days, then all you need to do is walk up and down the stairs. But what’s the biggest thing about Toymaster? It’s about listening and talking to your people.” Edmunds said the first day was “extremely busy” thanks to a special
offer on hotel rooms at The Majestic, while retailers also gave the show a warm reception. Helen Gourlay, owner of The Hub in Dumblane, said: “It’s fascinating to come to Toymaster and to finally be able to talk fully with other independent retailers and find out how everyone else is doing.” Toymaster: 01604 674477