Innovation First retains agencies for 2012
Top 2011 sees Innovation First International place its two UK based agencies on retainer for 2012
Communications agency Cohn&Wolfe and media buyers Media Clarity will now help IFI continue to evolve in the UK marketplace.
HEXBUG alone drove record breaking retail profits (£10m) in 2011 meaning IFI is now gearing up for a busy 2012. Cohn&Wolfe and Media Clarity, who both worked on pilot projects for the brand last year, will both now be continuing to work on the HEXBUG range whilst supporting the launch of several new toy lines. These include Bobble Bots Moshi Monsters – a partnership with the phenomenally successful Moshi Monsters. This new toy range sees the same robotics technology used in HEXBUG Nano’s applied to a collection of cute and cuddly bobble-head mini robotic pets, bringing the popular kids website Monstro City to life. Both companies are also already busy planning the launch of further new – still to be revealed – toy lines for later in the year.
In addition, Cohn&Wolfe, who spent 2011 raising HEXBUG’s profile through an aggressive press office campaign which included a link-up with London Zoo, will in 2012 be aiming to raise the profile of IFI’s VEX Robotics programme – an inter-schools robotics championship that sees the participation of students from across the globe. The UK launch of VEX will be at school science event The Big Bang Fair in March this year.
Heather Corbett, Marketing Manager, says: “In January we took part in our second UK Toy Fair and the difference a year makes was evident to all involved. We are so excited about how popular our products are here in the UK. The fact that we have retained both Media Clarity and Cohn&Wolfe for a second year is evidence of our belief that they have contributed greatly to our successes. By the end of 2011 we estimated that 1 in 40 homes have a HEXBUG in them – we are looking for that to be an even bigger number next year and are confident that with the support of two great agencies we can achieve our ambitions.”
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