Character Options’ Mighty Beanz Golden Beanstalks campaign officially kicked off last week.

Friday 15th February saw nearly 60 locations in the UK feature limited edition Beanstalk shaped FSDUs with Golden Slam Packs on board sprout in-store.

Smyths Toys Superstores and The Entertainer have taken part in the campaign, with each separate location receiving 48 Golden Mighty Beanz Slam Packs for consumers to enjoy. The event has been accompanied by its own website, TV shout outs, digital pre-roll and YouTuber activation. Initial sales results are now in with participating retailers confirming high demand for the packs.

Even before the locations were unveiled, tens of thousands of visits were made to the countdown page to see where the Golden Beanstalks would grow, and since then traffic has more than doubled, with more than 100,000 visits to the interactive Beanstalk Map. The stores added to the awareness, creating social media shouts and in-store activity.

Kathryn Ludlum, Character Options’ brand manager, commented: “Operation Golden Beanstalk has taken a lot of collective organisation, but the amount of additional awareness for Mighty Beanz it has created is has made it extremely worthwhile. The sales figures coming through are tremendous both for the Golden Slam Packs and across the collection. This latest initiative will definitely add to the collectability of the brand.”