This page contains a Flash digital edition of a book.
CAMPAIGN OF THE MONTH / PLAYTIME LEGO


A host of outdoor campaigns will get LEGO Star Wars and Chima sets in front of children this summer and beyond


CONTACT  LEGO: 01753 495000 www.LEGO.com/starwarswww.LEGO.com/Chima


Iconic construction toy brand LEGO has not one but two massive outdoor marketing campaigns underway across the UK.


Market LEGO, we will The first Yoda Chronicles experiential tour took place during the Easter period, at Bluewater Shopping Centre in Kent, Westfield’s Shepherd’s Bush, The Trafford Centre in Manchester and more. A TV screening area


showcased some of the latest LEGO Star Wars mini movies, while visitors helped build a four foot LEGO model of Yoda. The tour also included a green screen, allowing children to wield a lightsaber and battle General Grievous made out of


LEGO. They could also meet a life size LEGO Darth Vader and Storm Trooper.


Chima Challenge LEGO’s fresh Legends of Chima IP has partnered with the Chessington World of Adventures Resort to launch a seven-month roadshow. A special launch event was held on Monday, April 1st, for parents, children and the media. The Chima Challenge


Roadshow ran for two weeks in April. It is heading to shopping centres and LEGOLAND Windsor during the school holidays and half-term breaks until October 2013. The events – including costume characters – highlight the new Speedorz sets.


PlayTime


This month we examine how the commercial kids channels performed during January and February 2013. By plotting unique


monthly coverage (the percentage of a designated audience that can only be reached commercially via a particular station, a benchmark of a station’s core strength), we can establish whether there is a correlation between the most viewed channels and this unique coverage they add to an advertising campaign’s schedule.


 Although CITV ranks as the highest station in terms of unique cover (unsurprising as it is free to air) it was not the most viewed kids commercial channel.


 For January to February 2013, Cartoon Network


14 12 10 8 6 4 2 0


Which commercial children’s TV channels dominated the first two months of 2013? Generation Media reveals all


Kids unique coverage Percentage of kids’ equivalent impacts 6%


5% 4% 3% 2% 1% 0%


held the highest percentage of kids’ equivalent impacts (13 per cent), delivering a higher share of viewing against boys. As boys watched


more TV than girls during the period (58 per cent versus 42 per cent), this is no doubt why they had the higher place.


 Although Nick Jr 2 held five per cent of kids viewing, ranking it within the top ten, it does not place highly in terms of unique cover. Sister


channel Nick Jr provides 50 per cent more unique cover. *This excludes Milkshake, which is a kids’ strand.


Toy News PlayTime is provided by Generation Media 0207 255 4650 | www.generationmedia.co.uk


www.toynews-online.biz May 13


Percentage of kids’ equivalent impacts


Kids’ unique cover percentage


Cartoon Net Nick Boom CITV NJR DisneyXD Nicktoon Tinypop Cartoonito NJR2


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92