The product range includes new LEGO play-sets and social challenge game Speedorz, as well as other goodies available later in 2013. LEGO says Chima will be supported by a powerful
integrated consumer marketing programme targeting boys aged six and above, including the following:
ONLINE In November 2012, a teaser campaign was launched on kids’ games website Miniclip to launch the new property. There will also be social networking activity to enhance brand visibility across all age groups.
TV/CINEMA The full marketing campaign kicked off on Boxing Day in 2012, which included TV and cinema ads, as well as digital activity such as homepage takeovers, floor ads and filmstrips amongst others. Another large TV campaign will follow in 2013, showcasing both Speedorz and play- sets. This will run across key kids’ satellite and terrestrial channels.
PlayTime
50% 40% 30% 20% 10% 0%
-10% -20%
Jan Feb Mar Apr
n The above chart demonstrates the year-on-year percentage change of 30-second kids’ TVRs within the toys and games market. (A TVR is one per cent of a target audience. A campaign can top 100 TVRs if viewers saw it more than once). Seven out of the recorded 11 months have
shown an increase in kids’ TVRs, resulting in a year- on-year uplift of 0.3 per cent. This does not
May Jun Jul Aug
necessarily mean that spend is up, just that Kids are potentially seeing more toy ads.
n Following a three consecutive month decline, November ad pressure has increased year on year.
n There were 67 toys and games advertisers on air in 2012 – two less than in 2011. Subsequently,
Sep Oct Nov YTD
average TVRs per advertiser exceeded that of last year (1,839 in 2012 vs 1,779 in 2011).
n Generation Media’s analysis over the past seven years provides the opportunity to predict the total delivery of 2012 ad pressure. The total 2012 toys and games market will potentially see an increase of 1.8 per cent year-on-year.
PRINT/PR Chima will be promoted in kids’ publications The Beanoand Toxic, including a series of takeover issues, competitions, puzzles, feature scenes, covermounts and mini mags. Norton and Co will also implement a campaign throughout the year across a variety of media.
RETAIL Various point of sale materials – including end caps, free standing units and model tubes – have been designed to showcase the new LEGO Chima brand.
OUTDOOR LEGO will be hosting a nine-month nationwide roadshow. The events will include everything from Chima Speedorz challenges with national league tables, to pop up cinemas screening live episodes of Legends of Chima, and an opportunity for children to meet Laval and Cragger in person. Norton and Co will execute a VIP Golden Ticket initiative to win places at the Challenge launch event.
Are the top 2012 TV campaigns hitting as hard as thier 2011 counterparts?
Which were the best performing months of 2012 in terms of TV ads for toys? Generation Media looks at the data from January to November