world marketing


Interplay plans to make kids wild about science


Interplay has unveiled a new TV campaign for existing top selling lines in the Wild Science for boys and girls collections plus new TVCs for the exciting brand new Wild Science cosmetic science kits. The corresponding print campaign is designed to drive the core audience to an online microsite and will feature a three month long campaign in key titles: Shout, Bliss and Mizz, reaching a readership of 1.2 million. Ross Ainsworth of Interplay said: “The new Cosmetic Science collection appeals to a girl who is keen on fashion and style, many of which read these tween and teen magazines. From print they can go online and fi nd out more, take part in competitions and watch the TVC’s. This has been echoed in our boy’s campaign which again added to the TV presence with extra layers of interactive activities.’’


With a brand new toy, the Spider, launching in Autumn 2011 HEXBUG is planning a high-impact marketing campaign to engage with kids across the festive season. The Christmas advertising campaign runs from 22nd October through to New Year’s Eve. Over 400 TVR’s will be achieved across all the major kids channels (Cartoon Network, CN Too, Boom, Disney XD, CITV, Kix, Nickelodeon, Nick Toons) The adverts, which use an adaptation of The Automatic hit song, Monster, will be modifi ed to give a festive feel to the product. HEXBUG has also extended its sponsorship of CITV until 31st December,


Hexbug ramps up Spider plans


delivering over 1,200 TVRs on the channel. The new sponsorship idents will have a festive feel and will run from 1st September – 31st December. The original sponsorship of the channel started in April, meaning that HEXBUG will have featured on CITV for 275 consecutive days. HEXBUG marketing manager


Heather Corbett adds: “2011 has been a great year so far for HEXBUG and there is still so much more to come as we head into the most crucial few months of our calendar.”


Disney celebrates media+ successes


Back in March of this year, Disney unveiled its Disneymedia+ proposition to the marketing and advertising industry, which aimed to offers a simple route, via one team, into Disney’s broad range of platforms and content and allow the creation of bespoke marketing campaigns for a wide range of audiences. Recent examples include the summer promotion


between Morrisons and Disney, in which trading cards purchased in-store gave customers the chance to win stays at Disneyland Paris. The promotion was supported on Disney Channel, Disney Junior and Disney XD as well as online at Disney.co.uk. Re:creation also worked with the team on a Disney XD campaign featuring their Razor ride-on scooters, while the Cars 2 Tour – which took in UK cities via key retailers throughout August – found a partner with Mattel to bring the franchise to life with full-size replicas of the movie characters, and activities for families to enjoy. “It’s been just over fi ve months since the launch


of Disneymedia+ in the UK and our feet have barely touched the ground,” says Bobi Carley, commercial director, UK & Ireland for The Walt Disney Company. “Of course, it’s still early days but so far the


feedback has been really positive and we’re confi dent of exciting times ahead. There is much more to come - this is just the beginning. With The Muppets coming up early next year, as well as Marvel features such as The Avengers and the action-adventure video game, Disney Universe, the possibilities really are endless.”


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