Super Wings enjoys scorching summer

Published on: 28th September 2018

Alpha Animation and Toys UK has revealed strong results following its focused marketing and PR efforts throughout the summer.

An array of activity rolled out over the six-week summer break, reaching over 20m parents and children across a variety of media channels. The pre-school property has now reached over 8m children in the UK in the last nine months, bringing it into the top 10 new Toy Properties for 2018.

Alpha Animation kicked off its #SuperSummerMissions campaign at the start of the summer school holidays. This project saw several top parent influencers unite to take part in a variety of missions set by Super Wings for its fans and their families. The social campaign reached in excess of 20m people throughout the six weeks of great content, which was carefully planned out to engage both parents and children.

Targeting pre-schoolers, Alpha Animation also partnered with Kennedy Publishing’s Busy Time Magazine, to create a solus Super Wings dedicated 16-page supplement that hit the shelves over the summer. Alongside the supplement, pre-school readers were able to enjoy a Super Wings blind bag as part of the covermount activity, which had a reach of over 25,000 children.

In keeping with the theme of travel, Super Wings embarked on a brand partnership with Europe’s largest regional airline, Flybe. The ongoing partnership has already seen Super Wings reach in excess of 100,000 children throughout the integrated campaign, which includes on-board activity sheets, competitions, digital and social activity.

Super Wings has also seen success across a number of consumer awards, receiving platinum and gold Loved By Parents Awards for Best Interactive Toy, Best Role Play Toy and Best Toddler Toy for its Transforming Vehicles product range. The line also scooped an Independent Toy Award and a Practical Pre-school award.

Kerry Tarrant, marketing manager at Alpha Animation & Toys UK, commented: “The Super Wings hype really is never ending at the moment. Whilst we know we are reaching a huge number of children through our dual broadcasting schedule, this summer’s activity also ensured that our marketing and PR efforts reflected this. By maximising exposure throughout our target audience via these various elements of the campaign, we were delighted to receive a final reach of over 20m fans.”


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