This success follows a strong 2013 and continued marketing support for the brand.
The Dream Lites brand has already been on air for six weeks since the end of July and will be back on air ready for the October half term. The campaign includes over 250 TVRs over three weeks on Dream Lites and an additional 130 TVRs on Glow Pets, with a final push on TV planned closer to Christmas.
Mookie has also signed up to a large PR campaign outlining the benefits of night lights and how parents can use Dream Lites, Glow Pets and other techniques to ensure children have the best night’s sleep they can. Full results for this will be published to parents in national press and radio, alongside competitions spots online and in parenting magazines.
Pillow Pets Dream Lites are nightlights that turn children’s room into a colourful starry sky. New to the market in July 2014, Glow Pets are the plush toy that illuminates the room using over 30 LED lights which can’t be felt within the pillow.
Stewart Middleton, head of sales at Mookie, said: “We are overwhelmed by the success of Glow Pets in its few months of sales and have noticed that the TV advertising is having a positive effect on sales throughout the whole Pillow Pets range.”