60 SECTOR GUIDE CHRISTMAS TV RE:CREATION
Razor is getting all revved up for Christmas as it showcases its Electric scooter range for the first time, with a focus on the brand new E90 for kids aged over eight (£149.99).
The campaign commences on October 22nd and runs for six weeks. Delivering 200 TVRs airing on Disney XD, CITV, Nickelodeon, POP, Cartoon Network, Boomerang and Channel 5. The TV commitment will be supported by social media and PR including product placement featuring high profile celebrity endorsement. Re:creation’s range of Moshi Monsters pocket money priced wearable accessories are back on TV for a three- month period, with a 20-second ad running from early August to the end of October. The campaign runs in the UK and Ireland on CITV,
JOHN ADAMS
2012 will see John Adams use a mix of new and existing creative running from an early summer burst throughout August, and then again throughout September to December across satellite and terrestrial channels. Leading the introductions in the John Adams craft portfolio is Waggle Tagz, with other key lines being Golden Coin Maker, Chocolate Lolly Maker, Button Bracelets, Disney Princess 3D Projector, Disney Princess Snow Globe Maker along with the refreshed Super Grafix. The new Classic Tiny Tears and the retro girls brand Girls World will also both feature. Gabriella Girls World Styling Doll, the styling aid for would-be hairdressers, is back with TV advertising to grow awareness and sees the new, and classic Girls World Styling Head benefitting from small screen treatment.
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Nickelodeon, POP and NickToons delivering just under 500 TVRs. The catchy ad focuses on collectability and the key point of difference – wearable accessories. The earlier campaign which ran in spring drove substantial EPOS sales increases. Series two of Moshi Monsters Zippsters (£1.49), Charmling Bands (£2.99) and Keychains (£3.99) are now available.
WOW STUFF
Wow Stuff has increased its TV spend for Attacknids following a resoundingly positive response from retailers. A 30- second commercial will showcase the battling gameplay for the R/C toy. Richard North, CEO, said: “TV and online social media is paramount to ensuring consumers know the brands positioning. Every press event we have attended, it’s the Attacknid that has grabbed the media. The head of Hamleys, interviewed by Reuters, called Attacknid the top toy and this made us re-think and increase our TV spend.” A campaign for interactive plush Singalongz will be hitting the small screen, targeting girls aged four to nine. Picked by Mumsnet as one of the top five
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TV support for the Hot-Wires snap–together electronics kit and Gross Science, plus a campaign for the new Radioactive Science and Booms Bangs Fizzes, will aim to demonstrate that science is fun. A brand new launch in the boys’ toys/construction category, Pro-Deck Workshop, the five-in- one mini skateboard workshop and Real Power Workshop will be showcased with heavyweight TV support to hit the Christmas wish-list season.
New titles including Othello,
Telestrations and Dragon Chase in the games offering will receive extensive TVRs to drive
retailer footfall. Established titles including Doggie Doo, Dream Phone, Rubik’s Cube, Rubik’s Race, Total Action Football, Don’t Panic, Mr Creepy Magic and Mr Creepy Practical Jokes will also be part of an ad drive to back the busy board game period.
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HTI is working with Generation Media on a major TV advertising campaign to support five new products across three of its long-term brand partnerships – Hello Kitty, JCB and Mamas & Papas. The campaign of over 1,800 TVRs in the
UK and 500 TVRs in the ROI launched on air at the end of July across targeted terrestrial and satellite channels. It will run through to mid November, including the important October half-term period. Moving on, and HTI’s JCB campaign includes two products within the JCB Multi Construct segment. The JCB TV campaign focuses on the JCB Backhoe Loader and Mighty Lift Crane, collectively delivering 580 TVRs, targeting boys aged four to six years. The Hello Kitty TV campaign will
feature two new products: the Hello Kitty Magic Oven and The Hello Kitty Vellutata Happy Home play-set. The Hello Kitty TV campaign will collectively
SEPTEMBER 2012
deliver 680 TVRs, targeting girls aged four to nine years. The Mamas & Papas TV campaign will
feature the new Mamas & Papas Urbo Dolls Pram – inspired by the real life M&P nursery product. The TV campaign will target both girls aged four and nine years and housewives with children aged up to three years old. To bring the TV commercial to more people, HTI is adding access via a QR code on packaging, as well as featuring the codes in retailer catalogues. The TV ads will also be available online.
The Hexbug TV campaign will stretch from September to December and consists of two adverts, which both feature the signature Hexbug theme “What’s that coming over the hill… it’s a Hexbug.”
UNIVERSITY GAMES
Continuing to support its top selling board games, Smart Ass and 5 Second Rule, University Games has an autumn TV
campaign, including a new ad for the pre-school game Poppin Hoppies. The game also benefits
from a media partnership deal with kids channel Tiny Pop. Ads for 5 Second Rule and Smart Ass will air during ITV’s Daybreak during
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electronic toys for 2012, the characters will feature in 20 and ten-second ads across satellite channels and GMTV Kids. My Keepon is back and will be aiming to work his magic with the adults, in a campaign targeting an older audience. There will be three ten-second ads on rotation showing the yellow fellow grooving to a popular tune.
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Working with Carte Blanche, Worlds Apart will be running heavyweight advertising to promote its new range of Tatty Teddy and My Blue Nose Friends collectable characters and play sets. 830 TVRs, ranging from ten to 30-second ads, will run across core target audience TV
INNOVATION FIRST
channels throughout main season. The range will also be supported by Carte Blanche with 2,000 TVRs of daily brand sponsorship across the Disney Channel and Disney Junior networks. Worlds Apart will be running over 600 TVRs for its Love My Street range on key channels from September. It will also be backing the launch of its new Disney Princess Go GlowLight with 645 TVRs. The new Spider-Man Go Glow Pal will be shown on Boomerang, in addition to the other key channels, with 550 TVRs. Ride on Skoot will be supported by a 20-second TV advert, with 454 TVRs to be featured on Five, Cartoonito, Nick Jr and Tiny Pop. New electronic balance board game Wobble Deck will have a 20-second ad, with 290 TVRs running.
01925 454 093 Set in outer space, the Hexbug Nano
Hive Habitat Set spot demonstrates the first customisable Habitat with a gang of Hexbug fans. The second spot features the Hexbug Nano alongside the Hexbug Habitat Set, ending with the new Construct Habitat range. The ten and 30- second adverts will appear across major kids’ channels.
The media campaign will be supported
with PR. This will include consumer competitions, social media activity and special celebrity gifts. Bobble Bots Moshi Monsters and Hexbug Warriors Battling Robots line will also star.
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November and December, with over 250 TVRs across the campaign. The TV ad campaign for Poppin Hoppies runs into September on the key children’s channels, CiTV, Nickeolodeon, Cartoon Network, Pop and
Nickelodeon Ireland. The drive will be followed by a three- month autumn sponsorship deal with Tiny Pop.
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