Central to the plan is a TV campaign, with new TVCs that will deliver 3500+ TVRs over 17 weeks. Online campaigns, boys print media, in-store events and media tours will also strengthen brand awareness and engage directly with kids.
The launch of the collection has been seeded on the kid’s online site Bin Weevils which will feature engaging activities, including the creation of a Monsuno battle arena where 2.2 million users can try the gameplay virtually, and earn ‘Mulch’ (Bin Weevils currency) by taking part in Monsuno-themed games. In store, battling days have been arranged throughout the summer holidays with costume visits and demonstrations. Finally, a high profile print campaign will drive fans online whilst the media tour will ensure key press are aware of this brand new boys’ play pattern that combines battling, collecting and strategy all in one.
Speaking of the campaign, boys marketing manager, Anne-Marie Noon, commented: “We have a strategy that will ensure the excellent Monsuno Toy line is at the forefront of every boy’s mind when they consider their next toy purchase. Our plans will continue through the autumn right up until Christmas with more engaging activities as the creation of ambassador groups and even more tours and demonstrations.”