NEWS
ToyNews launches Parent Network
Bloggers will write monthly columns and take part in exclusive research
by Dominic Sacco TOYNEWS HAS
established an official network of parents to keep the UK trade up-to- date with consumer news, views and features. Members of the
parenting network will help share their views on the toy market, write a monthly column and contribute to our regular parent research articles. ToyNewspublisher Lisa
Carter said: “This is yet another innovation that ToyNewshas introduced,
following the introduction of our Retail Advisory Board and the inclusion of the Toy Shop UK data. "We know the importance – and influence – of what were once termed as 'mummy bloggers', so establishing a dedicated ToyNews Parent Network allows us to share these views with our readers." If you’re a parent blogger, email
dominic.sacco@
intentmedia.co.uk to get involved with the network.
Hot Wheels hunts World’s Best Driver
New marketing push will take in social media channels and a tour, as Mattel continues to build on brand awareness
By Rob Hutchins
HOT WHEELS has entered the second phase of its 2013 high-impact brand campaign, with the launch of its World’s Best Driver Campaign. Having secured the number one spot – according to February NPD data – within the Vehicles Super and Mini Vehicles categories, Mattel’s brand ups the action further with its latest endeavour. The World’s Best Driver initiative will see eight Team Hot Wheels drivers compete against each other in a number of challenges to decide the ultimate winner.
The campaign hopes to
create excitement with boys as it launches across the brand’s social media channels with racing
06 May
footage and special behind- the-scenes videos featuring drivers, cars and stunts, as well as a glimpse of the preparation involved in the event.
And Hot Wheels will be bringing the action to the UK with a brand tour
communications, Wendy Hill, commented: “Hot Wheels has had a fantastic start to 2013 and we have an extensive marketing campaign throughout the year. “Our programme of activity encourages boys to
The tour is a great way for boys to connect directly with the Hot Wheels brand. Wendy Hill, Mattel
visiting over 30 key locations.
The tour will enable fans
to take part in challenges and a competition to win a ride to school in a Hot Wheels car driven by a Team Hot Wheels driver. UK director of customer marketing and brand
follow the progression of World’s Best Driver campaign and the tour is a great way for boys to connect directly with the brand.”
All Hot Wheels action videos can be found at
www.teamhotwheels.co.uk Mattel: 01628 500000
New office for The In Thing
By Rob Hutchins
DISTRIBUTOR THE In Thing has moved into a new office which is double the size of its previous premises. It also increased its
turnover by almost 50 per cent during its 2012/2013 financial year. The firm’s head of
marketing, Kieran Murphy, told ToyNews: “It’s a great move for us, a crucial step forward to continue our growth.” In May 2012, Activision appointed The In Thing as the official distributor of its Skylanders toys. Last year, the company
recorded a full year of consecutive month-on- month sales rises, including 147 per cent sales growth in May. The company recently
began supplying Predasaurs toys – a
collectible range of battling dinosaurs. It also kicked off a
heavyweight marketing campaign across TV and online platforms, which includes cover samples on some 200,000 UK boys magazines such as Toxicand BeanoMax, in- store activity with The Entertainer and inclusion in Box of Awesome. Paul Jackson, MD, told ToyNews: “We also grew [our turnover] last year by a similar percentage, meaning we have doubled our turnover now over the last two years.” The In Thing: 0845 365 3030
www.toynews-online.biz
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