CAMPAIGN OF THE MONTH / PLAYTIME Read with Me Scout
LeapFrog is celebrating its biggest learning toy launch to date with a campaign spanning TV, social media, retailers and parent bloggers for Read With Me Scout
CONTACT LeapFrog : 01895 202840
Following on from the success of its My Pal Scout, LeapFrog has embarked on its biggest launch of a learning toy to date, putting all of its weight behind its newest plush learning toy, Read With Me Scout. As the firm aims to make the new reading companion a top ten new pre-school item, LeapFrog has revealed the details of a high impact multi-media campaign, which is targeted at parents, to support Scout’s UK launch. Read With Me Scout and Read With Me Violet are both aimed at two to five year olds and help build early reading, comprehension, listening and vocabulary skills. Featuring five different interactive story books, the learning development aid can respond to over 70 questions designed to build core skills in pre-school and beyond.
ON THE BOX LeapFrog kicked off its TV advertising campaign with a series of engaging messages directly targeting parents. The campaign highlights both the educational and entertainment value of the new toy, while showcasing the puppy’s appeal to children.
Playtime
8% 7% 6%
5.8%
5% 4%
2% 3%
1% 0 January
THIS MONTH, we take a look at the percentage of toys and games advertising that is viewed live by children and how this has changed year on year.
February March
In September, 92.8 per cent of toys and games TV activity was viewed live. This has decreased since 2012 (94.8 per cent); which is no doubt a result of on demand services on
April May
the increase within households. There is a noticeable
downwards trend in time shifted viewing across the summer months. This could have a direct
June July
correlation with children being ‘off school’ and able to participate in live viewing. However, it would still seem that children’s viewing is less affected by
August September
smart devices and Personal Video Recorders, than the broader market, with Thinkbox reporting that the national average of all viewing to recorded TV is ten per cent.
Toy News PlayTime is provided by Generation Media 0207 255 4650 |
www.generationmedia.co.uk
www.toynews-online.biz November 15 5.3% 4.7% 4.4% 5.7% 5.4% 4.9%
ONLINE LeapFrog’s messages of education and entertainment have been championed via online ads, alongside direct marketing campaigns to help kids and parents connect with the toy. The firm has also engaged dedicated social media campaigns, including a four-week interactive competition and product-led page take overs.
RETAILER ON BOARD LeapFrog has established partnerships with key retailers to host demonstration videos of the new toy on their online retail pages, allowing both parents and kids to see the puppies in action.
PARENT BLOGGERS A heavyweight PR campaign will continue to drive product placement as well as press and parenting blogger reviews, aimed at ensuring maximum awareness in the build up to Christmas.
Generation Media asks are toys and games commercials being viewed live?
7.8% 7.3% 6.4% 5.9% 5.7% 5.1% 7.3% 6.9% 6.4% 6.4% 7.1%
SOURCE : BARB 2013
% TVRs Viewed Time Shifted 2013 % TVRs Viewed Time Shifted 2012
Percentage Recorded Viewing
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