Ravensburger taps Norton PR for GraviTrax launch
Toy PR specialist appointed to build awareness for high profile launch of the new STEM range
Ravensburger has appointed Norton PR to drive awareness of its hotly anticipated interactive track system GraviTrax, which launches into the UK this month.
With its endless play possibilities, GraviTrax enables children eight-plus to devise and build their own track layout, release the gravity spheres and watch how the forces of nature work to create an action-filled adventure. GraviTrax allows kids to construct an unlimited number of track variations by combining the various bases, towers and tracks in countless different ways.
“As the popularity of STEM toys grows, GraviTrax teams innovation with a unique play concept to encourage children to improve skills across these core subjects whilst also introducing elements of gravity, magnetism and kinetic energy into a construction based design," said Benn Bramwell, Marketing Manager at Ravensburger. “The Norton PR team developed a creative and impactful campaign to support the GraviTrax launch into the UK, including brand partnerships, Influencer outreach and events to showcase the key elements of the product line.”
With seven products in the GraviTrax range available from launch, including a 100-piece Starter Set, Trax Extension Pack, Building Extension Pack, Action Catapult Add-on, Action Hammer Add-on, Action Loop Add-on and an Action Magnetic Cannon Add-on, the range is to be supported by a fully integrated marketing programme. The activity will include a targeted TV and digital campaign plus PR-led events, experiential and partnership initiatives. Track design concepts can be shared and developed via a free downloadable app which is packed with track ideas, virtual track simulations and even a track building section to experiment with the ideal track, before actually building it.
“We are thrilled to be working with the Ravensburger team on the GraviTrax launch as this is a product we can see will resonate so well with the target audience,” added Emma Arthur, PR Director at Norton PR. “The combination of clever design, innovation and endless construction possibilities make it a fantastic range to work with and we can’t wait to get started!”