Series 1 launch named ‘Integrated Campaign of the Year’ at CIPR PRide Awards.

The strategic 360-degree communications campaign, which launched Magic Box Toys’ new collectible range SuperZings: Rivals of Kaboom and resulted in sales of more than half a million units within the first month, was last week named Integrated Campaign of the Year at the CIPR PRide Awards – the campaign’s second PR accolade.

The campaign, created and implemented by Playtime PR, saw off stiff competition to scoop the prize. Run by the Chartered Institute of Public Relations, the CIPR PRide Awards strive to seek out and reward the very best PR and communications campaigns and professionals, and are decided by a panel of highly respected industry experts across multiple UK regions.

Playtime PR’s founder & managing director, Lesley Singleton, commented: “We are thrilled to see our hard work recognised with another award for this campaign. Magic Box really gave us the freedom to bring so many layers to this launch, and to have our creativity and planning recognised by the CIPR is phenomenal. I am incredibly proud of the thinking the Playtime team put into the campaign, the creativity underpinning it and the solid, tangible results it ultimately delivered at retail.”

Focusing on activity which targeted parents and young children in the UK, the SuperZings launch campaign incorporated activity across Magic Box’s social media channels, a bespoke Show & Tell Superheroes initiative for 200 UK primary schools, a two-week take-over of popular mum-hub UKMums.tv, blogger engagement, a Twitter Party, a news generation poll resulting in over 200 pieces of media coverage, plus extensive sampling programmes around the UK.