CAMPAIGN OF THE MONTH / PLAYTIME NERF
Hasbro is supporting the launch of its latest and most advanced Nerf blasters to date, with a plethora of television, cinema, online and social activity, alongside a UK-wide tour
CONTACT Hasbro : 020 8569 1234
Going from strength to strength in the UK in recent years, Nerf has become a leading boy’s brand and the number four property in Total UK Toy and Games market. July saw the brand reach top spot with strong
performances in its core lines. This season, Nerf is launching two of its most innovative blasters to date, the N-Strike Elite Rapidstrike CS-18 and the N-Strike Mega Centurion. And to showcase and drive the strength of the new range, Hasbro has created an interactive, multi-platform marketing campaign. Billed to be ‘popular items on boys’ Christmas lists this season’ the N-Strike Elite Rapidstrike (£39.99) fires at a rate of 3.2 darts per second, making it the fastest dart blaster ever. Meanwhile, the Mega Centurion (£49.99) is the furthest firing blaster in Nerf history, complete with the new whistling Mega dart.
TV AND BIG SCREEN Hasbro’s campaign features such highlights as a strategic television campaign including advertising slots during high-profile and high- viewership programming. The firm is also embracing the medium of cinema advertising and activation on YouTube.
Playtime
160000 140000 120000
100000 80000
40000 60000
20000 0
64.5% 65.1% 63.0%
ONLINE Nerf’s new introductions will be supported through the Nerf UK website,
www.nerfelite.co.uk, launched to provide local content to local Nerf fans. Furthermore, the company has engaged with interactive homepage takeovers on prime boy’s media outlets, as well as strategic initiatives with Xbox and
Binweevils.com.
ON THE ROAD Taking the blaster experience on the road, the brand has toured the UK this year with an interactive Nerf experience, targeting its core consumer with the opportunity to get hands on with the new releases and undertake the Nerf challenges.
KEEPING KIDS ACTIVE The brand has become the title sponsor for the Junior Premier League, an FA endorsed football league to encourage kids to enjoy the ‘beautiful game’.
Generation Media projects the year-on-year growth in toys and games TV advertising
Jan - July Aug - Dec
ACTUAL SOURCE : BARB 2013
Potential growth of 1.8%
64.7% 59.3% 66.7% 65.2% 60.9% 63.7%
35.5%
37.0% 34.9%
40.7% 33.3% 2005 2006
AS WE now have consolidated data for over half the year, by studying historical trends in the toys and games market we can attempt to estimate if the market might see a year-on- year increase or decrease
34.8% 35.3%
39.1%
36.3%
2007
by the end of 2013. By determining the percentage of total airtime deployed Jan-July across the last eight years, then generating an average from these distributions, we can anticipate that around
2008
2009
63.7% of Toys and Games Kids Eq. TVRs will occur during Aug-Dec 2013. If this were to be the case, we can estimate that the toys and games market could grow by 1.8% YoY in 2013, in terms of Eq. Kids
2010
2011
TVRs. There are best and worst case scenarios. If the Aug-Dec period this year reflects the lowest point of the last eight years (2008, a result of the global recession) then the market could decline by -9.1%.
2012
2013 If, however, the period
reflects the highest point (2009) growth could be as much as 11.1%. Given the consistency of the past three years, we do not anticipate a drastic change in growth or decline.
Toy News PlayTime is provided by Generation Media 0207 255 4650 |
www.generationmedia.co.uk
16 October
www.toynews-online.biz
Toys and Games CH Eq. TVRs
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