Integrated marketing campaign will see promotional activities reflect the brands core values.
The Lottie Dolls ‘Inspired by Real Kids’ brand mission is based on the importance of childhood, and real kid involvement. Six Lottie dolls and accessories to date have been inspired by real children from the US, UK and Canada. In 2017 key partnerships and targeted digital, television advertising and PR campaigns will aim to amplify brand awareness.
Arklu is committing a £100,000 budget to a TV advertising campaign for two consecutive slots in 2017; summer/back to school (July – September) and autumn/pre-Christmas (October – December).
The company has also created a merchandising plan for stores to promote the ‘Inspired by Real Kids’ campaign. FSDU’s, header boards and dioramas, as well as the opportunity to have a dedicated window display for interested Lottie stockists, will be designed and guided by the Lottie visual merchandising team. The campaign will provide free ‘Lottie, Finn and Friends Outfit Design’ colouring templates to retailers, so that children are encouraged to further inspire one another, with Lottie.
The Lottie publishing partnership with Puffin/Penguin will launch May 18th with the first fiction ‘Lottie Solves a Mystery’, which will also feature in May’s Scholastic UK book club, and activity book (sticker/stargazer themed.)
Key PR campaigns for 2017 will first focus on the three year licensing agreement with World Association of Girl Guides and Girl Scouts. Rebecca Atkinson and Toy Like Me have worked with Lottie dolls to design Mia the Wildlife Photographer Doll, to reflect differently abled children and their toys. Mia will also launch Summer 2017 in partnership with the #ToyLikeMe campaign to promote findings which prove that by playing with toys like Mia, children are more open to forming friendships with diff:abled peers.