CAMPAIGN OF THE MONTH / PLAYTIME The Moshling Collection
They have conquered the online space, magazines and the big screen, and now, Moshi is entering the world of plush. But just because they’re cuddly, doesn’t mean they’ve forgotten their digital roots
CONTACT Carte Blanche: 01243 792600
Carte Blanche Group is launching its new Moshlings Collection in store this April, coinciding with the much anticipated launch of Moshi Monsters: The Movieon DVD and Blu-ray.
The first 12 pieces in the collection will consist of fan favourites, new characters and some ultra rare
Moshlings at key impulse price points. Each character will feature a unique digital code to be used on
MoshiMonsters.com to unlock that character in the digital world.
The Moshlings Collection
will hit retail via Clintons stores nationwide, key independent toy and gift
MOSHLINGS MUSCLE TV Kids will be introduced to collectable Moshlings, including the new plush range, in a TV campaign coinciding with the Easter holidays in April. Dedicated advertisements to support the plush range will run at the same time.
MOSHIMONSTERS.COM MoshiMonsters.com, which has over 85 milion users globally, will run teasers and countdown celebration competitions, while the newly refreshed
Moshlings.com will host competitions and provide product information.
Playtime
retailers and flagship Sea Life Centre retail outlets. To support the arrival of the collection, Carte Blanche Group has invested in a heavyweight marketing campaign covering TV, consumer press, online and social media activity, as well as events for in-store.
SOCIAL MEDIA Moshi Monsters Facebook and Twitter pages will provide launch details and teasers to parents, while the Clintons Facebook and Twitter pages will feature various teasers and competitions.
MEDIA ATTENTION Coverage will be run in various parenting titles and competitions will feature across key kids’ magazines, including the new Poppet Magazine and the Moshi Magazine.
IN-STORE Specially designed tree shaped free standing display units and counter display units will showcase the Moshlings Collection at retail, with Clintons Stores also supporting the launch with window space in its top stores.
LAUNCH EVENTS Fan events in Clintons stores will include costume character meet and greets, balloons, competitions and giveaways. Sea Life Centres will host events allowing visitors to meet characters, join treasure hunts and take home Moshling plush.
Generation Media looks at the share of exposure toy and games advertising enjoyed in relation to all TV advertising in 2013
CHILDREN’S EXPOSURE TO TOYS & GAMES ADVERTISING
2012 Toys and Games % share of All Advertising
This month we examine children’s exposure to toys and games TV advertising in 2013 as a proportion of all TV advertising that they potentially saw.
With the toys and games TV market being highly seasonal, it is of little surprise to see that ad
pressure falls dramatically across the May-July period. The wider TV ad market does not follow such extreme peaks and troughs. As such, the
penetration of toys and games adverts is much lower in the summer months, contributing between five and eight per
2013 Toys and Games % share of All Advertising
cent of all viewing of TV advertising.
Almost one in four adverts, or 25 per cent, that potentially could be seen by children in October were in the toys and games category. This is an increase of 1.2 percentile points YoY. This
2013 Toys and Games CH
Eq.TVRs
is due to the fact that advertisers flocked to the market during the key October half term week, which contributed to kids seeing more toys and games adverts.
At the end of 2013, 13 per cent of all adverts seen by children
were promoting toys and games. This has not changed vs the previous year. It will be interesting to see if 2014, a World Cup year, will follow the same trend or as a result other category advertising will dominate children’s commercial viewing?
Source: BARB 2014
Toy News PlayTime is provided by Generation Media 0207 255 4650 |
www.generationmedia.co.uk
www.toynews-online.biz March 15
Toys & Games CH Eq. TVRs as a % of all TV Advertising
Toys & Games CH Eq. TVRs
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