The range of Disney favourites includes the brand new Big Hero 6 White Baymax and Armour Baymax, classic Toy Story characters Woody and Buzz, Nemo and Dory from Finding Nemo and Frozen’s ever-popular Olaf. There is more to come this autumn, when the collection will expand to include Disney Pixar Cars and further characters from Toy Story, as well as a range of classic dinosaurs.
From Easter, Bandai will be supporting the launch with a comprehensive marketing campaign to drive awareness and excitement around these pocket-money collectibles, positioning the toys as the perfect (and healthy) alternative to a chocolate Easter egg. From April, a four-week online campaign partnering with SuperAwesome will bring the brand to life in the digital world. The campaign will allow boys and girls to interact with the brand via a fun-filled microsite, which will feature a viral egg-hunt competition, as well as detailing information about the product range and characters. In addition, pre-roll video and banners will feature across key sites, driving traffic to the microsite for maximum engagement.
A consumer press campaign in April will offer further support to the launch, with advertorial placements in key kid’s titles, as well as features and competitions across boys’ and girls’ magazines. Easter-themed press packs containing samples of the toys have also been sent out to engage key press and bloggers to maximise coverage.
Tess Parsons, product manager, Bandai UK, comments: “We are very excited about the launch of Hatch ‘n Heroes, and this multi-platform campaign will build brand awareness, as well as bring these quirky products to life. With such recognisable Disney characters, the range has generated great interest across the trade and we have high expectations for its success.”