Mattel to take TV by storm in the run up to Christmas
Key Christmas drivers include Barbie A Princess Charm School, latest intellectual property Monster High and Polly Pocket, Hot Wheels, Matchbox and Cars 2 and Thomas and Friends and Octonauts from Fisher-Price.
Barbie’s Christmas TV advertising and sponsorship campaign will reach an amazing 91 per cent of girls aged 4-9-years-old. Barbie Fashionistas can follow the great promotional partnership with leading UK girl band The Saturdays. The number one fashion doll brand Barbie will benefit from constant on-air presence from July through to December with a multi-platform programme of activity that will reinforce Barbie’s status as a fashion icon and keep her at the forefront of young girls’ minds.
The growth of Mattel’s latest intellectual property, Monster High, has continued in 2011 with the launch of a Monster High fan club and advertising campaign on Stardoll, engaging with hundreds of thousands of UK tween girls.
Polly Pocket will be all over our TV screens from October through to December with the focus on feature rich playset Polly Pocket Race to the Concert. The brand will also be supported by integrated placement of new Polly Pocket content with children’s online broadcast media.
Mattel’s Fijit is tipped to be the hottest toy this Christmas, an electronic best friend for girls. An equal Girl Tech favourite is Password Journal, both to advertised throughout October and November.
Number one infant and pre-school brand, Fisher-Price, goes from strength to strength and rolls out major campaigns for Christmas. Infant lines receiving TV support include the ever-popular Amazing Animals Sing and Go Choo Choo, the award winning Bounce ‘n’ Spin Zebra and new collection, Topzy Tumblers. In Preschool, evergreen collection Little People welcomes another great introduction for animal lovers with the Zoo Talkers. Featuring clever technology, this range helps to teach preschoolers about animal sounds and names. TV driver Animal Sounds Zoo comes with four exciting habitats for children to explore. The Little People Stand ‘n’ Play Rampway, with over 2ft of vehicle action from top to bottom, also remains a major TV focus. It’s all action ‘go!’ for the Imaginext range with two TV campaigns including Mega T Rex, key playset in the new Dino range, and the Batcave, part of the new DC superfriends collection.
Thomas & Friends has major TV support in the run up to the festive season with 4 TV drivers across Take-n-Play, Trackmaster and Preschool collections running from September through to December. Key items include the Trackmaster Tidmouth Sheds Playset, bringing to life one of the most popular locations for Thomas fans, and the Take-n-Play Diesel Works, tying in to the Day of the Diesels DVD release from HIT Entertainment. For younger fans, the preschool focus will be on the new Follow Me Thomas and the Tidmouth Sheds Playset. In addition to TV support, the high impact full year partnership with Thomas & Friends magazine will continue towards Christmas and the campaign will also receive significant PR focus throughout the autumn as well as an extensive activation programme at retail.
Character brands are high on the agenda as Fisher-Price sets sail towards Christmas with the highly anticipated Octonauts line-up. Supporting the hit CBeebies show, Fisher-Price’s new collection showcases the adventures of Captain Barnacles and his crew with an exciting collection including figures and playsets. TV driver in the collection, the Octopod Playset comes with two Octonaut figures and two sea creatures to rescue.
With a huge 11 TV lines for the entertainment portfolio, there is lots afoot not least with Lightning McQueen, Mater the tow truck and Finn McMissile making waves following the release of the box office smash hit movie Cars 2. Receiving heavyweight TV support throughout autumn are several fun products that bring to life the best-loved characters and moments from the film including the Secret Spy Attack Finn McMissile, which comes fully loaded with spy-tastic weaponry and firing missiles.
WWE’s popular FlexForce and Rumblers ranges will see extensive TV advertising this autumn. Plus there’s support for key items across Toy Story, Green Lantern, Batman and Generator Rex.
As nights draw in, Mattel’s games’ portfolio offers more excitement and innovation than ever before. A huge six TV lines this autumn include both evergreen favourites and new news. Continuing its commitment to kids’ games with TV backing for Whac a Mole, Mattel will also heavily promote new electronic memory-matching game Red Rover. Ideal for preschoolers, Red Rover encourages children to learn shapes, colours, letters and numbers and helps keep kids active. Plus there’s support for last year’s controversial new Scrabble Trickster as well as campaigns driving family favourites Pictionary and Uno Extreme.
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