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12 CAMPAIGN OF THE MONTH


Mega Bloks Barbie Mega Brands


After announcing a multi-year global licensing partnership with Mattel, Mega Bloks will introduce a brand new play experience for girls in spring/summer 2013. And the company is really getting behind the launch of the first ever Mega Bloks Barbie construction range, with a swathe of marketing activity planned


THE NEW building line will allow girls to build and style the glamorous world of Barbie by offering completely new collectables, colourful blocks and play-sets.


There will be a focus on customisation, accessorising and fashion, with the line featuring Barbie and her friends in various dream locations.


TV


Mega Bloks Barbie is being supported by a heavyweight marketing campaign including a very robust TV advertising schedule from launch.


NOVEMBER 2012


The emphasis will be on channels that are highly indexed for four to nine year old girls. The TV campaign will be a mix of ten, 20 and 30-second ads promoting the whole of the Mega Bloks Barbie line, as well as specific skus. It will be the firm’s biggest ever spring/summer campaign.


PRINT


The focus will mainly be on the Barbie magazine, but as the brand is also relevant to other titles aimed at four to nine year old girls, Mega is planning other editorial and newspaper coverage. There will be competitions running, too.


ONLINE


A dedicated microsite has already been set up over at


Barbie.megabloks.com, with a teaser page live.


The site will fully launch in early December.


RETAIL SUPPORT


Mega Brands says that it has had a fantastic reaction to the new range from toy specialists, grocers and independent retailers. This, in turn, has resulted in strong selections for spring/summer 2013 for the collection, as well as wide UK distribution.


At launch, the company plans to have in-store space, with huge support across all retailers. There will also be a presence online, including banner ads, as well as a retail outreach programme which includes newsletters, e-blasts and Facebook coverage.


Also included within Mega’s heavyweight campaign will be sponsorship, outdoor, PR and social marketing.


CONTACTS Mega Bloks: 01844 350033 Barbie.megabloks.com


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