The campaign launched this week with double-page features and a poster of the dinosaur figures across the magazine’s entire print run. Further features and competitions will then continue over the next three monthly issues, all of which will drive fans online to find out more about Schleich’s prehistoric collection of dinosaur figures with several chances to win the entire range.
As part of its launch plans, Schleich has also commissioned a week’s branded takeover of UKMums.tv, which includes reviews, competitions, banner advertising, Facebook and Twitter activity and a unique look at dinosaur activities involving the whole family. This is to be complemented with a blogging project where bloggers recently reviewed sets of Schleich dinosaurs. A 100% response was received with blogs thoroughly recommending the range to their readers. The activity reached more than 200,000 followers of the 12 bloggers involved.
Laura Bull, marketing director of Schleich, said: “It’s always important to enhance and refresh awareness of the Dinosaur collection amongst parents and children. This has definitely been achieved so far and forms part of our plans for the brand going forward with more activity planned across the Summer months.”
Schleich also has plans to hold an event with Eureka! National Children’s Museum in Halifax, whereby a week long dinosaur hunt will be held in June. As part of the event children can hunt down Schleich’s Dinosaurs who will be hidden around the museum and take part in a competition to win prizes from the collection.
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