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Skylanders invades London Zoo
Multi-million pound TV campaign includes ad during The X Factor final GAME prepares ‘early morning’ openings By Christopher Dring
THE SEQUEL to 2012’s biggest selling kids game is taking over London Zoo. Skylanders Giantswill have its own space at the Zoo on Sunday (October 21st) with a variety of fun and games, including a Skylanders- inspired Treasure Hunt. Not to mention a chance to play the game.
The morning is for ‘VIPs’ including Mummy bloggers, media with kids and celebrities. Meanwhile, the afternoon is open to the public. Throughout the day, zoo staff will be handing out promotional information, while a giant ‘Tree Rex’ will also be on display. Furthermore, this morning
(Friday, October 19th) 296 GAME stores opened their
Skylanders’
launch events are part of a
marketing blitz that will continue into 2013.
“
“We can’t wait for this new giant Skylanders adventure to start,” GAME marketing director Anna- Marie Mason “The franchise has captured the imagination of kids around the world and
doors before school for the launch of Skylanders Giants. 32 stores including those in Aberdeen, Nottingham and Poole opened at 7am with the rest opening before 8:30am.
taken the game and toy industry by storm.” The launch events are part of a multi-million pound marketing onslaught for Skylanders. Activision says the campaign will run right over Christmas and into 2013, and includes media partnerships with Nickelodeon, Cartoon Network and Disney. There will also be mainstream spots during The Simpsons and The X Factorfinal. The game’s digital
campaign is also expected to deliver 29m impressions. Skylanders Giantsarrives today (October 19th) on Xbox 360, PS3, PC, Wii and 3DS. Skylandersis currently the UK’s best-selling games brand of 2012, when you include toys and software. Activision: 020 3060 1000
Pokémon range will catch ‘em all Peak season promotion for Nintendo franchise is designed to win over parents as well as kids By Michael French
POKÉMON is playing a huge part in Nintendo’s Christmas campaign for 3DS XL. And it has already boosted the platform this week with latest game Pokémon Black/White 2charting highly. But that is just one of five Pokémongames promoted this Christmas which will attract both parents and kids. “Pokémonis still a huge franchise for us and goes from strength to strength,” Nintendo UK marketing boss Shelly Pearce told MCV. “We have a mix of core and side-titles supported through peak season.”
4 October 19th 2012
Pokémon Typing Adventureis one of those. It comes with its own Bluetooth keyboard to encourage kids to learn typing skills. A targeted campaign with kids via print and TV, plus curriculum teaching with schools, is helping raise awareness of the new typing game. Said Pearce: “This is ideal at Christmas where parents are looking for games that are fun but also educational.” But Black/White 2are the centrepiece games. TV ads, an online campaign and promo partnerships are designed to maintain post- launch momentum from last weekend.
A tie-in download
game Pokémon Dream Radar launched last week, too. It lets players capture Pokémon and transfer them over to the Black/White 2retail game. Across the campaigns, Nintendo is pointing back to its 3DS XL handheld to drive hardware uptake. Said Pearce: “We are regularly referring back to the new 3DS in the campaign. The important thing for this game is that it looks fantastic on the bigger 3DS XL screen, it’s a great selling point.” Nintendo: 01753 483700