world marketing
Playmobil ramps up ‘Playologist’ blogger programme
Playmobil has expanded its Playologist blogger programme by announcing 20 new recruits. The programme, now in its fourth year, works with bloggers and their children to champion the Playmobil brand within the parenting community. The new mummy and daddy bloggers will join other UK parent bloggers who are currently working as ambassadors for Playmobil. The expansion of Playmobil’s social media activity follows the news that the company has become the fastest-growing toymaker in the top 25, according to Q1 NPD fi gures. The German toymaker has stepped up its marketing in the lead-up to its 40th anniversary celebrations next year, launching initiatives such as offering a fan the opportunity to be the voiceover for its Christmas TV advertising.
The Zelfs prepare to go into print
The launch of Character Options’ new girls’ brand, The Zelfs, is to feature in a one-off magazine to coincide with the launch. The magazine, called Girls Love Zelfs, is the latest in the bi-monthly Girls Love series from Signature Publishing. The issue is to carry a Lil’ Zelf; the pocket money entry product for the brand. Girls Loves Zelfs goes on sale on 23rd July
featuring 36 pages of Zelfs features, a Zelf branded gift , a Lil’ Zelf and collector’s poster. There are also plans for the magazine to be available as a downloadable app, extending the reach to a worldwide audience across multiple platforms.
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Tatty Teddy sponsors Pop this Summer
Throughout July and August, Tatty Teddy & My Blue Nose Friends will be sponsoring Summertime on kids’ TV channel, Pop. The campaign will air seven days a week during Pop’s peak-time programming from 4-7pm, which includes shows like Sally Bollywood, Scaredy Squirrel and Backyard Science. Throughout July, kids will be introduced to the Tatty Teddy & My Blue Nose Friends toy range from Worlds Apart, then in August they will see three new musical animated adventures featuring Tatty Teddy & My Blue Nose Friends, which can also be viewed in full across various digital kids platforms. The campaign kick-starts a Summer of marketing events and activity showcasing the
brand, including an online campaign with Bin Weevils, a charity partnership with Jeans for Genes, experiential events at Alton Towers and a toy giveaway in the Daily Mirror.
Rivetz launches fi rst cinema ad campaign
Interplay Rivetz has invested in a national ad campaign, encompassing cinema, TV and online. Interplay Rivetz
allows kids to create card sculptures using a unique riveting system. The colour printed pre-cut card shapes are folded and fi xed together using the specially developed Rivetz Gun and re-usable plastic rivets. The cinema portion of this campaign is currently playing in the ad reels of the
weekly Saturday morning cinema showings, targeted at families, across Odeon, Cineworld and Vue cinemas. The fi rst movies this ad is appearing with include The Croods, Sammy’s Great Escape and Diary of a Wimpy Kid: Dog Days. Ross Ainsworth, managing director at Interplay, said: “We chose cinema for our campaign as we knew it would give us a high share of voice among families with children while they are engaged in a shared activity. Cinema also allowed us to target geographical areas and we were therefore able to focus on towns and cities where retailers stocked our kits.” Joe Evea, commercial director at Digital Cinema Media, added: “Cinema is
the original social media, with the audience engaging in a shared experience. Saturday morning family screenings provide a valuable family audience for the Toys and Games sector to tap into and raise awareness of their products. The deal for cinema screen time was negotiated by Global Media Services with Digital Cinema Media.
65% of parents say their kids ask to go to the cinema*
DCM offers:
Integrated sponsorship & experiential packages
To find out more on the new power of cinema advertising contact
steve.chambers@
dcm.co.uk
Extended on screen content & 30” spots, foyer branding, online & magazine ads
OTS 70m+ over 12 months *CAA FAME 2012
www.dcm.co.uk @dcm_cinema_news
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