InspirationWorks launches TV ads on Cartoon Network, Nickelodeon and more for new tablet offering... by Dominic Sacco
KIDS’ TABLET Kurio 7 will enter the mainstream with a gargantuan TV and online ad campaign. The device – which comes pre- loaded with app games such as Angry Birds, Fruit Ninja and Doodle Jump – will first be promoted in July by an online campaign with Bin Weevils and Swap It. From July 23rd, TV spots will air around the product’s launch on channels such as Cartoon Network. A 30-second competition ad will also drive kids aged seven to 11 to an online microsite. A second marketing push will kick off in October on ITV, in time for the
Christmas season, targeting parents and mums with children aged four to 15. Another ad will target kids on Cartoon Network, Smash Hits, Pop Girl, Disney and Nickelodeon. Kurio will also be backed by a heavyweight PR campaign, including distribution for product reviews and competitions in selected consumer media, including TV programmes. It will be promoted at events such as Christmas in July on July 3rd, the John Lewis Christmas PR Day on July 4th and the Gadget Show Live Christmas from November 30th to December 2nd. Mi-comms PR will host a media day on July 10th. The Kurio will also be promoted in Good Housekeeping
Guide and the Tesco Chrismas brochure, too. InspirationWorks UK marketing
director, Tracey Devine, explained to ToyNews: “We want to ensure that we use all forms of media to promote the Kurio including social networking, websites and TV sponsorships, as well as the usual
TVR plans, to ensure a broad depth to the campaign. “The product received such a great response from the toy and tech trade that we wanted to pass that buzz on to consumers, and what better way than with a marketing plan on a large scale.” InspirationWorks: 0870 898 8923
The In Thing doubles its turnover Pocket money toy distributor enjoys 12 months of consecutive growth as well as several new hires…
THE DISTRIBUTOR of such hit lines as Skylanders and Moshi Monsters is seeing triple-digit growth. The In Thing is just about to record a full year of consecutive month-on- month sales rises. It specialises in supplying independent toy retailers with pocket money products – the very reason why it’s performing so strongly at the moment.
“June will be our 12th consecutive month of growth,” MD Paul Jackson (pictured) told ToyNews. “Everything I sell is impulse purchase, and because of that, we’re flying in a less than favourable economic climate. “For example, we had 147 per cent sales growth in May.
“We have been averaging
approximately 40 to 50 per cent year- on-year growth each month since July 2011. But this figure has jumped to 100-plus per cent over the last couple of months, since we started distributing Skylanders.
“I got involved in Moshi Monsters products in July 2011 and that’s
when our rate of growth originally started increasing. I am confident we will have doubled our turnover during the past 12 months.” The In Thing supplies several toys to indie retailers including Yu-Gi-Oh, Magic Choc, Skylanders, Moshi Monster Moshlings, Pokémon trading cards, Lego Minifigures, Match Attax trading cards and Angry Bird Mash’Ems. The company became the official independent toy shop distributor for Activision’s hit Skylanders toys in May.
Dracco owns a 50 per cent stake in the The In Thing, and will help the company run a minimum of two TV advertising campaigns starting from January 2013.
WHATEVER YOUR BUDGET, TELLY IS WITHIN YOUR REACH
Find out more about advertising on our kids channels at www.turnermediainnovations.com, or call our Sales Director, Andrew, on 020 7693 1143
WE’RE EXPERTS IN KIDS MEDIA JULY 2012
We have been averaging 40 to
50 per cent year-on- year growth each month since July 2011.
The In Thing has also hired several new members of staff including a new marketing manager national account manager. It currently has 29 staff – up from 21 last year. You can read the full interview with Paul Jackson on page 28 and details of the appointments on page 15. The In Thing: 0845 365 3030