Magic Box Toys reveals launch plan for new SuperThings series

Published on: 15th July 2022

The popular collectibles will be supported by a comprehensive marketing campaign to mark the new series of SuperThings.

This month sees the latest SuperThings rollout and to support the launch, Magic Box Toys has unveiled details of its comprehensive marketing plan designed to drive awareness with fans – both new and existing – and increase sales of the popular collectible brand.

The SuperThings Rescue Force comes complete with an array of pocket money collectibles for fans to discover, with 80 plus Rescue Force SuperThings to find as one-packs. Each SuperThings has its own, unique special power and also central to the action are the six super-powered, articulated Kazoom Kid figures, more Kazoom Rescue Jets, as well as detailed playsets that are packed with their own special Kaboom City features.

Since SuperThings first launched in 2018, the Magic Box Toys team has supported each season with heavyweight marketing and autumn 2022 will be no different. A mix of TV and digital activity will ensure the brand is reaching the core audience across the new variety of viewing platforms that are now available, with on-air TV dates planned for August, October and November.

The digital arena will be filled with SuperThings content, with TVCs across each month from launch, plus at least bi-weekly drops of the eight SuperThings animated webisodes, which are shown and advertised from the Magic Box YouTube Channel. Added to this will be two waves of user-generated content from UK YouTubers, introducing reviews and toy-play into the mix.

High-volume sampling will continue into this season’s plan, and a partnership with Kennedy Publishing will see around 100,000 single-figure packs distributed across the publisher’s boys’ titles, with activity page content to support.

Finally, to ensure that those who have purchase power are also buying-into the brand, the plan includes Meta advertising across the brand’s own UK channels, as well as online family stunt activity, reviews and competitions with parental influencers to deliver extensive reach.

Suzie Howes, Magic Box Toys UK’s head of marketing, commented: “SuperThings is a household name in the collectibles arena, but it is important that we reach our core audience wherever they happen to be watching. Rescue Force is a stunning collection that we know will excite existing fans, but it is also our aim to draft in new collectors with every new series. We believe this plan has extensive reach with boys aged four to nine and their parents and will do just that.”

For more information about SuperThings and other collectible brands launching this autumn, please call 01293 222500 or email the UK Magic Box Toys team at



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