GraviTrax launches into the UK market this month, and will benefit from a fully integrated marketing campaign.

With its endless play possibilities, GraviTrax enables children to devise and build their own track layout, release the gravity spheres and watch how the forces of nature work to create an action-filled adventure. GraviTrax allows children to construct an unlimited number of track variations by combining the various bases, towers and tracks in countless different ways.

With seven products in the GraviTrax range available from launch including a 100-piece Starter Set, Trax Extension Pack, Building Extension Pack, Action Catapult Add-on, Action Hammer Add-on, Action Loop Add-on and an Action Magnetic Cannon Add-on, the range is to be supported by a fully integrated marketing programme included a targeted TV and digital campaign plus PR-led events, experiential and partnership initiatives. Track design concepts can be shared and developed via a free downloadable app which is packed with track ideas, virtual track simulations and even a track building section to experiment with the ideal track, before actually building it.

Benn Bramwell, marketing manager at Ravensburger, commented: “As the popularity of STEM toys grows, GraviTrax teams innovation with a unique play concept to encourage children to improve skills across these core subjects whilst also introducing elements of gravity, magnetism and kinetic energy into a construction based design. The Norton PR team developed a creative and impactful campaign to support the GraviTrax launch into the UK, including brand partnerships, Influencer outreach and events to showcase the key elements of the product line.”

Emma Arthur, PR director at Norton PR, commented: “We are thrilled to be working with the Ravensburger team on the GraviTrax launch as this is a product we can see will resonate so well with the target audience. The combination of clever design, innovation and endless construction possibilities make it a fantastic range to work with and we can’t wait to get started.”