Robots appear in UK and Ireland retail destinations as Magformers launches a promotional campaign this quarter.
The installations of the 1.6m tall giant robots – made from 187 magnetic Magformers pieces – form part of a six-figure marketing campaign encompassing live in-store demonstrations, TV advertising, digital advertising and social media.
The robots have all been built by Magformers’ UK demonstration manager, Matt Donald, and can already be seen at national and independent toy retailers, including John Lewis’ flagship Oxford Street store; Eason’s famous O’Connell Street location; Austins in Newton Abbot; Vincent Davies in Haverfordwest, Wales; the Science Museum in London; and selected Toymaster stores.
There are further plans to install the brightly-coloured robots at more than 20 John Lewis stores before Christmas.
David Kelly, Magformers UK managing director, commented: “Magformers are now available through significant major retailers including John Lewis, Ocado, Argos, Shop Direct, QVC, Smyths and Toys R Us – as well as an impressive independent retailer footprint. We are supporting our retailer partners with some innovative and high-profile advertising and marketing activity.”
Magformers has run more than 100 in-store product demonstrations this year and will increase its live marketing programme in the run-up to Christmas, with permanent retail merchandising and demonstration stations being installed at Fenwick and Bentalls stores in Newcastle and Kingston and multiple demo days planned by Matt Donald at John Lewis and Smyths stores.
The giant robots will feature heavily in the demo programme and will also be used in a social media campaign designed to drive customers into store and take selfies alongside the structures, with prizes awarded for posting the pictures to Facebook, Instagram and Twitter.
Magformers has also confirmed a three-month TV advertising campaign, which began on CiTV this month (October) with additional airtime in November and December up to Christmas on CITV, Cartoon Network, Boomerang, Nick Jr, Nick Toons, Pop and Pop Max.