Character unveils multi-licence Mash’ems TV campaign

Published on: 13th May 2021

Having celebrated its 10th anniversary in 2020, Mash’ems has reported a strong start this year, with sales increasing despite the lockdown measures.

One of Character Options’ core brands, Mash’ems has been a mainstay of retailers’ collectibles aisle for more than a decade, and, in a demonstration of its commitment to both the brand and to its retail partners, Character Options has kicked off May with a multi-media marketing drive to take the brand to another level.

The planned activity includes dedicated TV support over the months of May, June and July, with the campaign comprising five different rotating TV spots that Character says will deliver significant TVRs across satellite and terrestrial TV. Power licences within the Mash’ems range will be highlighted, including Paw Patrol, Peppa Pig, My Little Pony, Harry Potter, Disney Frozen, Spider-Man, Toy Story and more.

The TV support will be followed by extensive pre-roll activity for Mash’ems, targeting the kids and collectors that are spending time online. Meanwhile, other activity includes TikTok placements, and social media activity across all main channels. Mash’ems’ substantial distribution at retail will be enhanced further with eye-catching FSDUs shipping this month, ensuring ensure the brand remains front and centre on-screen as well as instore.

Mark Hunt, marketing manager at Character Options, said: “Even during lockdown we’ve seen an increase in sales for Mash’ems as we’ve introduced new licences and grown our distribution. Our Mash’ems campaign coincides with the reopening of retail, boosting the collectables category which was negatively affected during lockdown. Mash’ems is the perfect product to generate impulse sales; we have the strongest line-up in years, and with our diverse marketing campaign we are in a great position to maximise on this opportunity as footfall increases. It’s going to be awesome to see just how much sales momentum we can generate for Mash’ems.”

For more information, call Character Options on 0161 633 9800 or email


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