To celebrate the launch of the new line, Bob and Scoop have been made into a sand sculpture at BeachEast Queen Elizabeth Olympic Park, London.
Marking the start of the school holidays, the sculpture, which stands at over 10 feet tall and reaches 15 feet in length, has been created by professional sand sculptors, Sand in Your Eye. Offering an exciting attraction for families, the sculpture will be on display at BeachEast, the UK’s biggest urban beach, through the busy summer period until 4th September, with an estimated footfall of over 250,000.
Bob costume character appearances will also take place to further drive brand engagement, as well as extensive social media outreach from the Bob the Builder and BeachEast channels, reaching over two million fans and encouraging visitors to post their own pictures with #BobandScoop creating conversation.
The sand sculpture kicks off Mattel’s all-encompassing marketing and PR programme to launch the new line of Bob the Builder toys, with further plans including an integrated TV and cinema advertising campaign continuing to drive awareness and excitement into Q4.