The Bush Baby World toy range was first showcased at London Toy Fair.
The Bush Babies feature a patented system that enables children to wiggle the Bush Babies’ eyes and waggle their ears. Aimed at children aged five to nine years, the launch of this new toy range is accompanied by a series of animated webisodes co-produced by Golden Bear and Brands with Influence, which went live at the beginning of June as part of a co-ordinated digital strategy alongside the new website. Children can meet the Bush Baby characters and explore the world where the Bush Babies live.
The company is putting its biggest marketing and media investment behind the brand, with webisode content being amplified via TV and online from 26th June. The toy collection will also benefit from a TV advertising campaign from July onwards. This is being complemented by digital and social outreach including influencer targeting, Facebook advertising, YouTube pre-rolls, and pre-rolls on gaming networks. Cinema advertising will see the webisodes and toy collection advertised across cinema networks and an extensive PR programme, primarily targeting kids press; parent bloggers and family press will follow to maintain the momentum once products hit the toy shelves.
Barry Hughes, managing director of Golden Bear, commented: “Bush Baby World is our hero range for autumn/winter 2017, so we’re supporting the launch with an unprecedented heavy weight marketing and TV advertising campaign. We urge retailers to secure stock as soon as possible as we have already seen a massive level of engagement with the brand online, and we expect demand to outstrip supply.”