The interactive toy responds to 12 different voice commands such as bark, sit and dance. Now in its second year of sale the demand, distribution and consumer following on this product has pushed the competition aside and boosted IMC into a 23 ranking in Sept NPD. To push Lucy forward, IMC’s team has been working on a comprehensive marketing strategy achieving 1,200 TVRs in 2014, which will run through to the festive season.
As the demand for Lucy has surpassed forecast, it is likely that some retailers will run out of stock prior to the end of November – IMC is encouraging its retail partners to get orders in early to avoid disappointment.
Terry Crew commented: “Alongside Lucy the Dog, IMC also has some other interactive plush lines which fall under the ‘Club Petz’ brand. Currently within the range is Blu Blu the Dolphin, an adorable affectionate Dolphin who encourages sleep, and Cacamax, the funny novelty puppy who poops out bones. IMC is also investing heavily in TV campaigns on these lines and currently products are performing well above forecast.
“On the back of the success of Lucy, IMC has exciting plans to expand its ‘Club Petz’ offering and its interactive plush range in both licensed and non-licensed properties. Brand new products will be showcased at IMC’s Hong Kong and London Toy Fair stands 2015. There are also plans to run a Club Petz TV campaign in the early next year to kick start the Spring/Summer 2015 season. Watch this space.”