The success follows a strategic Launch Fortnight communications campaign.
The strategy behind the launch was to focus on a full fortnight of launch activity targeting parents in the UK. This included activity across Magic Box’s social media channels, a two-week take-over of UKMums.tv, vlogger marketing, blogger unboxings, a Twitter Party, reviews, competitions, and TV advertising.
The partnership with UKMums.tv included Zomlings homepage graphics, 15+ blogger reviews, a competition to win a complete set of all 105 Series 6 Zomlings and social media exposure.
Magic Box also enlisted popular YouTube vlogger Beau from Beau’s Toy Farm, who was exclusively commissioned to produce a series of five creative review videos especially for Magic Box’s Facebook page.
In the second week of the campaign, Magic Box hosted an hour-long Twitter Party led by five top parenting bloggers in partnership with Zomlings’ retailer, One Stop. The Party engaged almost 200 contributors and achieved 4.1 million impressions during the hour.
Ben Harper of Magic Box Toys, commented: “We are thrilled by the positive impact the Launch Fortnight has had for Zomlings Series 6. Our strategy was always to get Zomlings out there in the hands of parents which we believe is crucial in generating the buzz around a product launch. We still have lots in the pipeline on our social media channels including some fantastic new added-value downloadable content for fans, that’s been specially commissioned for this launch.”