John Adams has unveiled a new wave of interactive, battery-powered pets as part of the Zhu Zhu Aquarium collection, which includes six tropical fish and accessories.
John Adams has announced its second big launch of the season, as the company reveals the details of the marketing drive for the hotly anticipated Zhu Zhu Aquarium collection.
Zhu Zhu Pets first took the world by storm 15 years ago, and now the brand is back with land swimming and interactive plush fish. Created by Cepia, this new wave of pets benefits from global marketing support from all territories, including the UK market, where the range has just launched.
The Zhu Zhu Fish Assortment can swim and interact on land, with no need for water. The first series includes six tropical fish, plus accessories. The Starter Set with Fish creates the ultimate coral reef aquarium, is big enough to hold a whole shoal and comes with an exclusive fish. The Submarine Set lets kids pick a plush fish to zoom around in the yellow submarine, and comes with a tunnel ramp that can be connected to other play sets. The Bubble Ball & Surfboard enables Zhu Zhu fish to travel in their bubble and ride the waves on their surfboard.
Zhu Zhu Pets is supported by a creative marketing drive designed to ensure visibility across all media platforms. Covering traditional advertising, TV advertising kicked off from 24th April, coupled with VOD on the Sky networks, with memorable advertising spots to highlight the range to families across the UK.
Influencers such as celebrity couple Sarah and Aston Merrygold are spearheading the campaign, with a family post shared across both their Instagram channels hitting over 300k views, as the collection hit shelves. In addition, YouTuber Zachary Toys and Fun highlighted the Zhu Zhu Aquarium brand with a video that has already clocked up 70k views. Further ensuring the reach of this awareness drive, influencer kits were sent to a large volume of family Instagram channels with varying follower sizes. A second wave has been planned for autumn/winter, which will include experiential activity.
Lynette Leet, marketing manager, said: “Zhu Zhu is the second Cepia created brand we’re currently throwing our weight behind, with Decora Girlz also benefiting from a heavyweight launch campaign. Giving these brands the support they deserve is a huge priority for us this season. For Zhu Zhu it’s critical that we capture the magic of this underwater world of colourful fun and appeal to the full potential of its fanbase, across all platforms possible.
“This initial wave of activity is just the start, with more activity already in the pipeline which will showcase new developments in the range and keep it front and centre in the minds of children, parents and gift buyers.”
For more information about the Zhu Zhu Aquarium toy collection, call John Adams on 01480 414 361 or email sales@johnadams.co.uk.
