58 SECTOR GUIDE CHRISTMAS TV TOMY
For 2012, Tomy’s pre- Christmas advertising campaign will focus on its firm family favourites and licensed brands. Chuggington will feature in extensive TVRs designed to drive brand awareness and communicate the depth of the range to pre- schoolers and their parents. The latest autumn/winter lines, including the die-cast Double Decker Roundhouse, will share the slots with the already popular Chuggington Interactive range. In Tomy’s Raa Raa the Noisy Lion
range, Roaring Raa Raa will feature strongly in a TV advertising campaign, while Raa Raa’s Treehouse Play-set and Raa Raa’s Interactive Cubby Buggy also have dedicated adverts. Meanwhile, pre- school range, Play to Learn, will once
VTECH
VTech is set up for another busy season with eight lines due to hit TV screens over the coming months. These include InnoTab 2, MobiGo 2, Toot Toot Drivers, Kidizoom Twist, Switch & Go Dinos, Gadget The Robot and Secret Safe.
All campaigns have been carefully crafted with the aim of reaching the core target
audiences of kids, mums and gift givers. Almost 90 per cent of all kids aged four to six and their mums will be exposed to VTech’s TV commercials across the season and the use of
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again be showcased, with bestsellers Pic ‘n’ Pop and electronic colour-mixing toy Mr Colour Maker both set for TV spots ahead of the festive season. Also on TV is Tomy’s Winnie the Pooh offering. Hero products include the feature plush Night Night Pooh, which helps parents and tots to develop an ongoing bedtime
routine, and Boing Boing Tigger. Finally, Tomy’s renowned pre-school
arts and crafts brand Aquadoodle is once again supported by a heavyweight TV campaign to drive Christmas sales. Rainbow Aquadoodle has dominated the Arts and Crafts NPD charts and the trend looks set to continue. Adverts will feature Aquadoodle Classic alongside the bestselling Rainbow Aquadoodle.
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40-inch and 60-inch ads guarantees a strong share of voice and mind. This year further engagement with audiences is a priority and VTech is embarking on sponsorships, promotions and online activity with partners such as CITV, Sky/Viacom, Milkshake and Disney.
In line with consumers’ shift into digital environments, the campaigns will have online presence through the use of pre-roll within key environments where mums and kids are navigating through their favourite character content together.
020 8643 0320 Sylvanian Families will be backed with
20 weeks of coverage and over 2,500 TVRs targeting girls aged four to nine. New introductions include the Campervan, Log Cabin and Treehouse. PR campaigns, print features and
window displays will all showcase the new Holidays theme. Emotion Pets, Toffee and Milky are
For boys the major focus is on Monsuno with a TV campaign that will deliver 3,500-plus TVRs together with online campaigns with Bin Weevils, pre-roll activity on key sites, print coverage, in- store events and media tours. The Trash Pack will benefit from over
1,000 TVRs featuring new wave Trashies, Street Sweeper, Scum Drum and the Garbage Truck. Micro Chargers will be supported with
TV, pre-roll activity and a campaign on Bin Weevils, demonstrating the stunts and speed capabilities of the cars and track sets. Geomag Police and vehicles will also feature on TV around half term.
SEPTEMBER 2012
joined by Cherry the Cat for a campaign of 1,000 TVRs. Puppy In My Pocket’s So Soft and Feed
& Care collections will deliver over 700 girls four to nine TVRs, while Stika Lulu, teams up with Pop Girl for a promotion followed by a TV campaign from summer to November.
Little Miss Muffin, Disney Fairies and Cuddleuppets will also have their own TV schedules. Over 4,000 TVRs will be behind Flair’s
creative play brands. Classic such as Aquabeads, Cool Cards, Gelarti and Zubber feature heavily. Watch out too for updated Shaker Maker, Sand Art and the welcome return of Paper FX which all have new commercials this autumn.
Spin Master is backing Redakai, NanoSpeed, Bakugan, Air Hogs and Tech Deck brands with TV ads. Redakai will be supported with a fully
integrated marketing and PR campaign, including TV advertising this autumn on
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boys channels, plus print advertising, sampling and events.
The NanoSpeed launch will be
supported with TV featuring both cars and play-sets until the end of the year, along with CITV sponsorship during the launch period.
Ads for the Bakugan range – including Baku Blasters, Battle Suits and Dragonoid Destroyer – will run on key boys channels, while the sponsorship of CITV will be running throughout the season. The Tech Deck Skate & Go Park will be pushed in October and November, while there will also be continued grassroots marketing for the likes of skateboarding events, plus the CITV sponsorship. Finally, a TV blitz to launch Air Hogs
Hover Assault will run in the autumn, alongside a drive to support the popular Vectron Wave.
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Golden Bear’s boys, girls and pre-school portfolios will be highly visible in Q4 as the company’s pre-Christmas TV schedule rolls out.
The highlight of the season for boys will be Go Mini, with the Stunt Launcher, Freestylers and Radio Controlled Wolf Rally Car being the focus of the campaign. The range will see an impressive 2,000 TVRs in the UK and Ireland to the target audience of boys aged four to six. It will include Cartoon Network,
Cartoonito, Nickelodeon, Nick Junior, Disney XD and CITV. The collection has also benefitted from a high profile toy car design retailer campaign, plus print and online activity throughout the year.
LEAPFROG
This year LeapFrog introduces the LeapPad2 and LeapsterGS, as well as the Touch Magic Collection and Tag and Tag Junior reading systems. To promote the new
products, LeapFrog has prepared a campaign which will deliver around 2,500 TVRs to kids and parents, with four 30- second TV adverts focusing on each line. Running from September
The new girls’ collectable, Shoulder Buddies, has been a huge success already this year following TV support in the summer, as well as print and online activity that will continue throughout Q3 and Q4.
The autumn TV campaign will see
over 450 TVRs aired to girls aged four to nine across channels including ITV Breakfast, Boomerang, Nickelodeon, Pop/Pop Girl and Disney XD. Golden Bear’s pre-school ranges will also be fully supported in the run up to Christmas, with Chloe’s Closet, Bananas in Pyjamas, My 1st JCB and Ben and Holly’s Little Kingdom all benefitting from TV campaigns.
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24th to December 18th, the ads will be airing on Channel 5 (Milkshake), Nick Junior, Cartoonito, CITV, Tiny Pop, ITV, Boomerang, Disney, ITV Daybreak. Backing up the TV activity will be heavyweight online display advertising, PPC and Facebook advertising and PR outreach to secure national, parenting and blogger media coverage.
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