6 NEWS
Carte Blanche pumps £1m into Tatty Teddy
Ambitious digital marketing campaign will reach over 500,000 people… by Dominic Sacco
GREETING cards expert Carte Blanche is kick-starting its move into the toy market with a £1 million marketing push.
A Disney campaign will run from July to December and the company says each girl will see it 35 times. It will advertise the new range of
Tatty Teddy & My Blue Nose Friends toys, which include the £14.99 dress- up teddy, £24.99 chatterbox toy, £34.99 portable music player and
£24.99 Sleep Tight Tatty Teddy. Carte Blanche will have daily sponsorship slots and a branded microsite, as well as creatives on Disney Junior and the Disney Channel. The main Disney campaign kicks off in July, while TV ads will run from August to December. Ads will also run on a variety of satellite and terrestrial channels, targeting girls aged four to nine. The Brownies website will support the toys, emails will promote the range to over 200,000 consumers and there will also be a digital campaign – complete with social media activity and an online game.
This campaign will reach over 500,000 people.
Plus, a TV animation, stage show musical and theme park attraction are all planned. “Using the sponsorship model is a wonderful way to express the core brand values of
fun and friendship, whilst being the perfect complement to our TV advertising campaign,” Carte
Blanche’s director of marketing Ruth Leonard told ToyNews. “With such wonderful generational appeal and phenomenal fan following, it was a natural step to develop the characters into a brand within toy, to extend their reach, play value and also appeal to a younger audience.” Tatty Teddy licensees include master toy licensee Worlds Apart, Ravensburger, Alligator Books, HTI and Flair.
MGA ready to blast off with Novi Stars
MGA Entertainment is preparing for the launch of its space-themed take on the fashion doll category, Novi Stars.
Due to arrive this month, the quartet of extra-terrestrial toys are targeted at girls aged six and over and are priced at £19.99. Each Novi Star has its own unique feature. For example, Mae Tallick speaks a range of phrases in a robotic voice, while Una Verse has a clear body filled with water and glitter. Dolls come with their own pet and a glow in the dark stand. Also, the handle on the packaging detaches to become a wearable antenna for dress-up play. Speaking to ToyNews, Marian Davis, MGA’s marketing manager,
JULY 2012
will redefine the doll experience and rejuvenate the fashion doll sector.” Kids can interact with the Novi Stars through daily blog posts and video blog webisodes, which will follow the experiences of the characters as they adjust to life on earth. Novi Stars will be backed with the full 360-degree marketing treatment. Davis explained: “The launch will be fully supported through TV, promotion, digital
believes the firm is onto a winner with the outer space theme. “Based on consumer research, girls in our target audience loved the aesthetic features, story, humour and packaging,” she said. “So we are confident the Novi Stars invasion
marketing, PR and social media. The Novi Stars website over at
www.novistars.com launched in June and offers an interactive platform featuring activities to engage and entertain girls.” MGA: 0845 0533 333
Other products available include
the likes of prams, pushchairs, craft kits, role-play and outdoor toys to name a few.
Carte Blanche: 01243 792600
New field marketing firm targets toys
GAMES INDUSTRY veterans Karen Hughes and Danny Coe have returned to the service sector with a new field marketing venture, and is looking to move into the toy space. Twenty5Eight Solutions was set up initially by Coe and mobile veteran Steve Cook at the beginning of the year. It has most notably been working with handset giant HTC. The company offers services ranging from dedicated teams, store audits and staff training. As well as toys, the firm is looking to bolster its existing clients in the games sector by targeting other areas such as home entertainment and tech. For further details, check out
www.twenty5eight.co.uk or call 07411 462069.
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