infant & pre-school world
Fisher-Price reveals 2014 product launches and marketing campaigns
Fisher-Price continues to bring innovation to the market within its Babygear, Newborn and Infant ranges with the introduction of Laugh & Learn products featuring new Smart Stages technology, while continuing to build on its extensive marketing initiatives. A fully-integrated European brand campaign will be launched in 2014 including a Mum Ambassador programme, parent- targeted communication around the ‘Fisher-Price 10 Faves’, and a campaign celebrating the fi rst birthday milestone. The Fisher-Price Pre-school ranges focus on the
benefi ts of playset play. Now sitting under the Fisher- Price umbrella, the Little People range welcomes new themes and products, allowing children to create a world of Little People and encourage parents to buy deeper into the range. To support the range, Fisher-Price will deliver an extensive marketing campaign including experiential activity. Fisher-Price Imaginext goes from strength to strength with the launch of the new Cosmic Chaos range in Autumn/Winter, supported by an all-encompassing marketing campaign in the run to Christmas. 2014 will see the continued roll-out of Fisher-Price’s Thomas & Friends collection including the Thomas & Friends Wooden Railway line. Fisher-Price will launch the My First Thomas & Friends pre-school range, while harnessing the momentum of key tentpoles and continuing to build on the popular Take n’ Play and TrackMaster product lines.
The core Disney licence ranges Mickey Mouse Clubhouse, Minnie Mouse and Jake and the Never Land Pirates continue to grow with the introduction of new fi gures and playsets. There will be a new vehicle scale for Octonauts as the Gups become mini collectables, while Dora The Explorer continues with new launches in 2014.
Gemma International launches Noah’s Park
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NPD data shows LeapReader success
After its offi cial UK release in July, LeapReader has become one of the top 40 toys in the market year-to-date, rising to number 23 for the month of November. Sales and pre-orders have surpassed initial expectations, with further growth anticipated. Paul Bennett, VP sales and
operations at LeapFrog Toys, commented: “We were confi dent ahead of the July launch as we knew we had a breakthrough product, but we are simply delighted with LeapReader’s performance. Parents and teaching professionals are championing the system’s literacy benefi ts, proving we have once again delivered a fi rst class product that combines the very best of education and entertainment.” With the increasing focus on child literacy levels in the UK,
LeapReader is hitting the right note with those parents who want to support school learning techniques at home. As one of the biggest product launches for LeapFrog in 2013, LeapReader was heavily supported by an integrated campaign from July, including TV advertising, online advertising, and direct marketing campaigns, all promoting the educational value of the interactive system to parents. Dedicated social media campaigns further supported
LeapReader’s launch, including the brand’s fi rst LeapFrog Summer School hosted on Facebook. An ongoing heavyweight PR campaign driving product reviews will continue to ensure awareness and further standout for LeapReader both on and offl ine during the busy Christmas gifting period.
The latest own-brand launch from Gemma targets boys and girls aged 2-5 and will hit retail in April 2014. The brand is centred on having fun, adventures and friendship. Each character has qualities and personalities that children can identify with. Key characters include Noah the Lion, Zeb the Zebra, Obi the Giraffe, Mia the Meerkat, Kip the Monkey, Jed the Elephant, Orla the Ostrich, Rudy the Rhinoceros and Penny the Porcupine. The artwork is a modern approach to illustration in a CGI-inspired style. It fi lls a gap in today’s marketplace for this timeless genre. The brand has been created in-house by Gemma’s award- winning studio. The fi rst launch will comprise of cards, wrap and party products. There will be eight cards for launch covering ages two, three and four for both female and male, and two general happy birthday cards. Gemma’s wrap offering comprises of roll wrap, fl at wrap and a gift bag. The party range includes plates, cups, napkins, invitations, table cover and loot bags. Gemma also offers an eye-catching foil balloon and banner. This is the latest own-brand launch for Gemma following the success of Gem Fairies. The initial product launch will be followed by further greeting cards, full marketing programme and style guide. Shelley Boyd-Platt, marketing manager at Gemma, commented: “Everyone at Gemma is very excited about the launch and internally they already have their
favourite characters chosen. We have received fantastic feedback from both retailers and consumers (when presented in focus groups) about the appeal of brand, and cannot wait to see it start rolling out to stores next year.”
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