SECTOR GUIDE CHRISTMAS TV 57 Screen grabbers
Even in this modern era of social media, mummy bloggers and viral videos, TV advertising remains the most effective, straightforward way to market a toy. Lewis Tyler takes a look at some of the products looking to make an impact on the box in the run up to this Christmas…
MATTEL
A new TV creative for Fisher-Price captures the relationship between child and mother as they celebrate the joy of play. Supported products include the new Laugh & Learn Dance n’ Play Puppy, as well as the Disney Sing-Along Choo Choo. Little People and Imaginext will see continued support through Fisher-Price’s Milkshake sponsorship, as well as TV spots for the new Little People Princess Songs Palace and Wheelies Loops n’ Swoops Amusement Park, along with the new Imaginext Castle and ever-popular Imaginext Batcave. Thomas & Friends has major TV
support with five campaigns including core die-cast, plus the Trackmaster Daring Drop and Take-n-Play The Great Quarry Climb play-sets, plus Steam n’ Speed Thomas and Busy Conductor Thomas. Disney’s Mickey Mouse Clubhouse will be supported with campaigns for the new Mickey’s Farm Play-set and an extensive campaign for new breakdancing plush Master Moves Mickey. Minnie Mouse will also receive its first
ever TV campaign for Minnie’s Precious Pets Tour Van, and Jake and the Never Land Pirates will receive backing for key play-set Jake’s Musical Pirate Ship Bucky. The key TV driver for Octonauts is the new Gup-X Shoot & Rescue Vehicle, while Dora the Explorer will continue to be supported with TV for Dive n’ Swim Dora. Barbie will benefit from constant on-air presence from August through to
MEGA BRANDS
December with a multi-platformed programme of activity, including integrated TV and online sponsorship, plus heavyweight TV ad drives. The new Barbie brand campaign – ‘Wow, look what happens when you
entertainment property, The Princess & The Pop Star featuring the two lead dolls. A further seven campaigns will be supporting key product introductions. Receiving TV support in Monster High will be play-sets including the Monster
The new TV creative for Fisher-Price captures the relationship between child
and mother, as they celebrate the joy of play.
play with Barbie’ – will run through the four quarters. TV spots, real life experiences and product will work in tandem. A heavyweight TV campaign will support the new movie
01844 350033 The TV advertising campaign will also
Mega Brands is running a year-long TV advertising campaign for the popular rebranded pre-school range, Mega Bloks First Builders.
Launched on the August 1st, the ads appear on Cartoonito every day at 8.30am and 4.30pm.
The one-minute ad, with 20 different
variations, will highlight key products in the new range including the Big Building Bag, Lil Vehicles, Play ‘n Go Wagon, Build ‘n Learn Table, 123 Count Bag and the Mega Bloks Lil’ Princess collection.
roll out across the rest of Europe in autumn/winter on Nickelodeon in Spain and Germany, Cartoonito in Italy, Disney Junior in Belgium and Poland, and the Disney Channel in Holland. The pre-Christmas TV advertising campaign is supported by a year-long partnership with Mother & Baby magazine as part of Mega Bloks headline sponsorship of the annual Big Heart Awards, and a celebrity ambassador campaign with Jenni Falconer for Mega Bloks First Builders.
Mega Bloks will also be focusing its
pre-Christmas advertising on the popular Need for Speed range. Coinciding with the launch of the new EA Need for Speed game, due for release in November, 250 TVRs will be running during a four week period from the October 26th until November 22nd. The 20-second ad, targeted at boys aged eight to 12, will be shown on Boomerang, Cartoon Network, Cartoonito, Nickelodeon Toons, NJR, Pop, Tiny Pop, Kix, Disney XD and CITV.
High High School and the Create a Monster Design Lab. Polly Pocket will appear in a TV brand
commercial for the first time ever in the UK, supported by digital activity, through
OREGON SCIENTIFIC
Launching this month, Oregon Scientific’s Meep will be supported by both UK and Irish TV campaigns. Meep is an interactive, wi-fi enabled tablet designed especially for kids aged six and above. In addition to the tablet, the campaign will introduce a range of accessories including a joystick, steering wheel and a Game-Pro case for multi- play. Plus a portable piano, drum pad, headphones and microphone, for unique and creative ways to interactive with the tablet.
The campaign will be
broadcast on children’s digital channels, including CITV, Cartoon Network, Boomerang and Nickelodeon. Launching in October half-term and running for eight weeks, comprising of both 30 and 20- second advertisements. With strong retail partners including Argos, Toy R Us and Smyths, the Meep TV
campaign will be focused on children aged six to ten. The TV advertising will also be supported by a PR and online advertising campaign, with more of a parental focus that will introduce the unique parental controls of Meep, which can be remotely accessed from any PC, tablet or device with a browser and an internet connection.
SEPTEMBER 2012 01628 500 000
Q4. The Spin/Surprise Hotel will be supported with TV, while Polly Wall Party will also be backed. Key feature doll Disney Princess
Swirling Lights Cinderella and the Transforming Carriage will be supported with a heavyweight TV campaign. This Christmas Fijit Friends will be
joined by Yippits. The dynamic dancing pets will be supported with a TV campaign. Also in the Girl Tech range is Password Journal, which has a refreshed look and TV advertising support. There is increased TV across Mattel’s
boys’ portfolio too, with a major Hot Wheels brand campaign, a high-impact sponsorship programme with Milkshake for core brand Matchbox, as well as the first ever Mattel Games brand TV spot. Key TV drivers include the Hot Wheels
Wall Tracks Power Tower, Hot Wheels Mega Loop Mayhem and new Matchbox Big Boots Blaze Brigade, plus many more wheeled items. From boys entertainment, there’s TV
support across several Batman items including The Dark Knight Rises range and evergreen statement Batman Power Attack. Additional items including the WWE FlexForce High Flying Fury play-set and the Cars Micro Drifters line will also receive strong TV support. Mattel Games’ TV ads will focus on
core brands UNO, Pictionary and Scrabble, plus new products like Chameleon Crunch.
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