CAMPAIGN OF THE MONTH / PLAYTIME Hot Wheels Roadshow
This summer the Hot Wheels team will be touring the country with its interactive Race to Connect campaign, and Mattel is pulling out all of the marketing stops
CONTACT Mattel: 01628 500 000
This summer brings the launch of the Hot Wheels Roadshow, a campaign challenging kids to race each other on the Track Builder Systems with their favourite Hot Wheels. From July 30th to August 31st, the Hot Wheels team will be visiting five leading shopping centres across the UK and Ireland,
including Lakeside in Essex, Midsummer Place in Milton Keynes, Arndale Centre in Manchester, Castle Court of Belfast and Braehead in Glasgow. To support Hot Wheels
Race to Connect campaign, Mattel has a high impact marketing programme in place, allowing kids to
DIGITAL Race to Connect has been brought to life through a media partnership with boys gaming site Roblox. The initiative allows kids to build their own digital Hot Wheels tracks before racing them with the Hot Wheels Track Builder Game. Fans can then create and enter tracks into a competition to win a VIP Tour day, as well as see their track design built for real as part of the Hot Wheels Roadshow.
Playtime
This month we have examined the largest campaigns of 2014 so far and how they compare to 2013 (Data taken from the equivalent period January 1st to May 24th YoY).
The combined kids TVRs achieved by the top ten in 2014 is currently 13 per cent lower than the same period in 2013 (7,693 vs 8,873).
This is ahead of the overall toys and games market which is currently nine per cent down in terms of kids Eq. TVRs.
The total share of voice (SOV) of 2014’s top ten toys and games brands is also indicative of this. At 18 per cent, it is one percentile point below 2013’s combined 19 per cent.
Brand LEGO CHIMA
MAGIC BOX KOBOTS LEGO FRIENDS
FLAIR TEENAGE MUTANT NINJA TURTLES
become track masters by designing, connecting and customising their own track system. The firm will also use multi-platform initiatives to bring the roadshow to life.
EXPERIENTIAL The five Race to Connect events will also play host to a range of further activities, allowing kids to race cars on the Hot Wheels track system with stunts and layouts, as well as take part in an array of challenges. Meanwhile, a Hot Wheels podium will allow fans to try on props and have their photo taken with family and friends.
MEDIA REACH Media targets include national summer round- ups, event listings, parenting press, youth press, bloggers and regional papers and broadcast for all five locations. Competitions will also run with regional media including print, online and broadcast, while photos and video footage of the competition winners and events will be shared with key media.
PRESS PARTNERS The Hot Wheels roadshow will be amplified through a press partnership with leading boy’s magazine T
oxic. The activity includes double-
page spreads, competitions, online news flashes and social media posts.
Generation Media looks at the top ten toys and games campaigns of this year so far
2013
Kids TVRs
Weeks on Air
1492 17 1121
8 1070 11
MEGA BRANDS BARBIE WORLD 750 INNOVATION HEXBUG WARRIORS 711 MGA LA LA OOPSIES DOLLS C OPT CONSTRUCTA BUGZ MGA BRATZILLAZ DOLLS
LEGO CITY
The difference becomes more apparent when comparing individual campaigns. For example, the largest campaign of the equivalent period in 2013, for LEGO Chima, would only be second if featured in 2014’s top ten due to Panini’s heavy investment in the World Cup Sticker collection.
Avr. Kids TVRs
per Week 88
140 97
1022 13 79 13 6
710 690 661
645
16 13 13
9 58
119 44 53 51
72
(January 1st to May 24th 2013 vs 2014) 2014
SOV
3.2% 2.4% 2.3% 2.2% 1.6% 1.5% 1.5% 1.5% 1.4%
1.4%
However the tenth largest campaign in 2013, LEGO City, would sit comfortably at number five in 2014. Despite this, there were more toys and games brands supported in 2014 than in 2013 (234 vs 206).
Brand
PANINI WORLD CUP STICKER COLLECTION
ZURU ROBOFISH & ROBOSHARK LEGO FRIENDS
BANDAI TAMAGOTCHI LEGO STAR WARS
MAGIC BOX ZOMLINGS
VTECH INNOTAB CARTRIDGES MATTEL
MONSTERHIGH.COM LEGO CHIMA LEGO CITY
Four of the top ten campaigns in 2014 promoted LEGO (LEGO Friends, LEGO Star Wars, LEGO Chima and LEGO City), three
of these also listed in the top ten for the same period in 2013.
Kids TVRs
2132 879 662 652 610 574 565 542 542 536
Weeks on Air
11 17 9
13 10 7 9 7 9 8
Avr. Kids TVRs
per Week 194
52 74 50 61 82 63 77 60 67
SOV
5.1% 2.1% 1.6% 1.6% 1.5% 1.4% 1.4% 1.3% 1.3% 1.3%
The fact that only three brands featured in both the 2013 and 2014 top advertised list indicates that whilst advertisers priorities change each year, champion brands will always continue to dominate.
Source: BARB 2014
Toy News PlayTime is provided by Generation Media 0207 255 4650 |
www.generationmedia.co.uk
10 July
www.toynews-online.biz
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