CAMPAIGN OF THE MONTH / PLAYTIME
The Zoomer family of interactive pets is growing with the introduction of Boomer the Zoomer Dino and Zoomer Zuppies, and Spin Master has put together a heavyweight campaign encompassing TV, online, PR and in-store activity
Zoomer CONTACT Spin Master: 01628 535000
www.zoomerpup.com/www.zoomerdino.com
THIS YEAR sees Spin Master introduce the next generation of interactive pets. Boomer the Zoomer Dino and Zoomer Zuppies join Zoomer to offer an expanded range of innovative tech toys. Coming to life through
movement, sensor technology and voice command, the Zoomer family represents a new era in robotic pets.
Boomer can chase, chomp, guard and roar, and
balances on two wheels using True Balance Technology. The robotic dino can be
operated by the control pod or can be left to roam freely to express his curious nature. It also has the ability to sense objects ahead of him and react accordingly, and can be trained by hand gestures to sit, speak and whip his tail. Boomer has six eye colour changes which he uses to express his moods.
TV Zoomer, Zoomer Zuppies and Zoomer Dino will each star in their own high impact TV campaigns, delivering over 2,500 TVRs in total. Running from the beginning of September through to Christmas, each campaign will highlight the individual characters, features and personalities.
Playtime 20
10 0
-10 -20 -30 -40
The above chart illustrates ad pressure in the toys and games market in 2014 vs 2013. The market as always is benchmarked against 30” TVRs.
9.0 8.5 5.8 Jan Feb Mar Apr May Jun Jul -11.4 -20.2 -31.0
YTD -6.5
However, the number of products in 2014 has increased since the same period in
Ad pressure in the toys and games market was down 6.5 per cent from January to July 2014 vs 2013.
The largest growth year on year so far has been in
June. This can potentially be attributed to licence support for the latest instalment of the Transformers franchise by Hasbro.
The total year-on-year decline is, in part, due to advertisers such as Hasbro (overall) and LEGO decreasing their TV ad support year-on-year.
2013 (303 vs 268). This suggests that although there are more products on air, their support behind each has been reduced. For example, the second largest campaign for January to July 2014 was LEGO Friends delivering 843 CH Eq. TVRs. This campaign is 15 per cent less than their advertising support in 2013 (995 CH Eq. TVRs). This was also the case for LEGO Chima (40 per cent down and LEGO City (14 per cent down).
Toy News PlayTime is provided by Generation Media 0207 255 4650 |
www.generationmedia.co.uk
08 September
www.toynews-online.biz
Zoomer, meanwhile, is an interactive pup that can be taught over 60 tricks including speak, sit, lay down, rollover, shake a paw and more. He responds to touch and has lifelike expressions and voice activated commands. Finally, Zoomer Zuppies are
interactive portable pups with lights, sounds and sensors. They need to be nurtured to discover and unlock their individual secret tricks.
ONLINE To complement the TV activity, the Zoomer family will be brought to life through a detailed and immersive digital campaign on Nickelodeon and Disney websites, which will deliver over one million impressions. This will feature targeted pre-roll, homepage takeovers, MPU advertising and interactive features. Activity will also appear across a breadth of social media platforms.
DEDICATED WEBSITES
Zoomerpup.com will be the online home to both Zoomer and Zoomer Zuppies, while Zoomer Dino will have his own dedicated website at
Zoomerdino.com. A range of interactive content and information will be available to educate both the child and the parent. New tricks and teaser videos will also be released throughout the year.
RETAIL & PR Spin Master will ensure that the Zoomer family achieves stand out in-store, while Zoomer Dino will be brought to life at demonstrations in-store throughout the UK. To complement the launch campaign, standout PR activity is planned to include key toy awards, TV appearances and influential gadget press, with more secrets to be revealed through the year.
Generation Media shines a spotlight on the peaks and troughs of ad pressure in the toys and games market for this year compared to 2013
‘RISE AND FALL’: AD PRESSURE IN THE TOYS & GAMES MARKET 15.9
Source: BARB 2014
YoY % Change in CH Eq. TVRs
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