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CAMPAIGN OF THE MONTH / PLAYTIME My Friend Cayla


This Wi-Fi ready, interactive doll has already been the star of many a Christmas Top Ten list. Now with a fully integrated launch campaign, Vivid is aiming to secure it as this year’s must-have doll


CONTACT  Vivid: 01483 449 944  www.myfriendcayla.co.uk


INTRODUCED at the London Toy Fair in January, My Friend Cayla represents a new step in traditional doll design and interaction. Coming to life via a free downloadable App, Cayla is


the first doll of its kind to enable children to access controlled information from the internet aided by speech- to-text facilities at four levels of protection.


IN THE LIMELIGHT Press interest in Cayla has been high from the start, with initial demos to press at the London Toy Fair resulting in features across national and tech press. Cayla was also awarded Top Gadget of Toy Fair 2014 by The Gadget Show Live team.


MEDIA LIFESTYLE Initial interest has been built on with demo events for selected consumer tech titles during Distoy and filming in a local school, where children were introduced to Cayla. Inclusion in a raft of retailer Christmas press shows has encouraged media hype, while the Mi-Christmas Open House showcased Cayla to bloggers and consumer media. Cayla has also been filmed for inclusion on the Toyology XiJ press kit.


Playtime


7.0% 6.0% 5.0% 4.0%


3.0% 2.0% 1.0% 0.0%


6.2% 5.0%


DRINK 4%


TRAVEL & TRANSPORT 5%


1st-26th June


2013 Toys and Games % share of All Advertising 2014 Toys and Games % share of All Advertising


 THIS MONTH we examine children’s exposure to toys and games TV advertising as a proportion of all TV advertising that they potentially see. Analysing total Kids Eq. TVRs by market allows us to pinpoint what types of commercials kids are seeing if not toys and games.


 During the period of the June 1st to 26th 2014, just over six per cent of all adverts that kids saw were in the toys and games category. Four other categories delivered more Kids Eq. TVRs than toys and games with the finance sector holding the largest share.


HOUSEHOLD FMCG 5%


 The largest advertiser within the finance sector during June 1st to 26th was Go Compare delivering 580 Kids Eq. TVRs. While airing spots on adult stations, the campaign also featured within kids channels such as Disney Channel, Nickelodeon, Nick Jr, Pop Girl, Cartoon Network and Tiny Pop.


ENTERTAINMENT & LEISURE 4%


LEISURE EQUIPMENT 7%


 The Go Compare campaign delivered more Eq. TVRs than the top toys and games advertiser Build a Bear Workshop with 216 Kids Eq. TVRs.


Standing at 18 inches


high, Cayla has a database of background information to enable kids to play games, read stories and experience the world of Cayla online or offline.


A TOP TOY FOR CHRISTMAS My Friend Cayla has already featured in several retailer’s top picks for Christmas 2014. She has featured in lists by Hamleys,The Entertainer, Debenhams and Shop Direct.


MEET THE PUBLIC Further PR activity around Cayla’s pre-launch includes a blogger Tea Party in Hamleys, experiential partner events with key retailers and road testing samples being made available for key media.


TV APPEARANCES The launch of My Friend Cayla is supported by a heavyweight TV campaign, running this summer and autumn. Vivid is employing four different 20-second versions of the TV advert to keep girls engaged.


ONLINE APPEAL 30-second versions of the TV advert will run before content on ‘girls’ sites during the autumn, delivering 275,000 impressions. A further 3.5 million impressions will be generated through an advertising network.


What commercials are kids watching if not toys and games? Generation Media finds out


FINANCE 13%


OTHERS 28%


1st-26th June ‘14 Kids Eq. TVRs by Category


FOOD 11%


COSMETICS &


PERSONAL CARE 8%


TELECOMS 9%


TOYS & GAMES 6%


 This no doubt is an effect of lower demand in the market from toys and games advertisers, and other categories taking advantage of the low cost impacts being delivered against adults and mums audiences that are watching.


Source: BARB 2014


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


10 August www.toynews-online.biz


Toys & Games Kids Eq. TVRs as a % of all TV Advertising


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