NEWS

PMS International kickstarts major Christmas marketing campaign for Elves Behavin’ Badly

Published on: 5th September 2018

A new range of products is hitting UK shelves in time for Christmas.

Mischievous elves can be seen wreaking havoc on the sides of lorries up and down the country in the run up to Christmas, kicking off a major marketing and communications campaign to launch the new range of Elves Behavin’ Badly.

Toy manufacturer PMS International has covered its entire fleet of lorries with images of Elves Behavin’ Badly in different playful set-ups. Lorry images include a group of elves lined up in an identity parade, while another sees a set-up of elves planning mischief as they sit behind bars.

The lorries will clock up more than 1m road miles between them as they travel nationwide between now and Christmas.

PMS International hired award-winning creative agency Taylor Herring to lead the campaign and build on the brand fame of the break-out doll range, which sold over 2,000,000 elves in the run up to Christmas 2017, making it one of the biggest selling brands of the year. This year’s creative campaign accompanies a new range of naughty elf products hitting UK shelves in November.

The campaign will push consumers to join in the social media phenomenon of parents sharing pictures of their badly-behaved elves in humorous set-ups overnight, with the aim of surprising their children in the morning.

The first Christmas advert for Elves Behavin’ Badly will launch online this year alongside a national fan photography competition.

Paul Beverley, managing director at PMS International Group PLC, commented: “Elves are the new must-have Christmas companion and Elves Behavin’ Badly are leading the pack with their cheeky charm and mischievous antics. The new Elves Behavin’ Badly livery will make PMS’ lorries some of the most recognisable on the roads. We are sure that the images of our elves will make people smile, and will become instantly memorable to all those who see them out and about.”

To find out more about Elves Behavin’ Badly, click here.

RECENT ARTICLES

Breaking News: Rubie’s close to finalising agreement to come out of Chapter 11

Bored? Games? – Festival of Licensing examines the crossover between licensing and board games

Rosie Marshall to head up plaY-room

Messe Frankfurt postpones early Q1 trade shows

Epoch launches Aquabeads TikTok campaign

MadeForMums unveils top 100 toys for Christmas

Barbie 60th anniversary campaign recognised at EMEA Purpose Awards

Posh Paws named as new plush licensee for Sesame Street

Hasbro Happy Hours programme announced for Festival of Licensing

Asmodee announces AsmoFair Part II