As part of its consumer strategy, DKL has begun its 24 Days of Christmas campaign. Each day, a bestselling toy from across its different brands will be up for grabs for 24 hours only.
Hama Beads, Breyer Model Horses, Wonderworld Wooden Toys, Corolle Dolls, Miniland Educational, and Munchkin Bath Toys are all included in the event.
With over 11,500 website views in December 2013, the inaugural advent event last year was a success. This year, it is expected that the response will be even bigger following the launch of the new 25th anniversary website in January.
The new website, which was created on the premise that it should be more user-friendly for all, has had strong results. Consumers can now head directly to the where to buy page which will redirect them to the websites of retailers. The page experiences increased traffic in December as consumers search for DKL toys they have seen in the press and online.
There is also the blog where the 24 Days of Christmas event is based. The blog is a hub for engagement and interaction, it features topical posts, competitions, and guest posts from DKL customers.
Farel Williams, marketing and social media assistant, said: “Along with our catalogue, the website will be refreshed for 2015 to reflect the growth of the company. It’s important for us not to let our brands become stale and outdated; by refreshing our sales and marketing materials regularly, we have the opportunity to showcase our portfolio in the best possible light.”