SuperZings sees launch success

Published on: 5th March 2018

Magic Box Toys is celebrating the launch success of brand new collectible range SuperZings: Rivals of Kaboom.

The collectible line’s success follows a strategic 360-degree communications campaign which resulted in sales of more than half a million units within the first four weeks.

The primary school initiative, SuperZings Show & Tell Super Heroes, was designed to turn the popular Show & Tell classroom moment into a much bigger and more engaging experience. In addition, Magic Box spent the day with children filming a ‘kids say the funniest things’-style video series for use on social media, and YouTube.

A news generation poll of children and their parents investigated opinions on real-life superheroes, enabling extensive media coverage of the themes associated with SuperZings. The news story generated a reach of over 1m, as well as over 200 pieces of coverage including Mail Online and The Huffington Post.

A two-week take-over of included SuperZings homepage graphics and dedicated page content such as SuperZings Webisodes, 12 blogger reviews, competitions and social media exposure which led to a reach of over 1.3 million. In the second week of the site take-over, Magic Box hosted an hour-long Twitter Party led by five top parenting bloggers in partnership with SuperZings’ retailer, The Entertainer.

Children have also been getting their hands on SuperZings through extensive sampling within Gulliver’s theme parks and various soft play centres across the country. Working with key children’s media, Magic Box also embarked on a cover-mounting exercise with titles such as Toxic, Kraze and Busy Time. In addition, TV advertising ran throughout the period across all terrestrial and satellite kids channels, achieving over 1250 TVRs.

Ben Harper of Magic Box Toys, commented: “We are thrilled by the positive impact the launch has had for SuperZings. Working closely with Playtime PR, our objective was to get SuperZings out there in the hands of parents and children in meaningful and engaging ways, so that we could ultimately create devoted collectors. This was crucial in generating the buzz around launch and the campaign has generated engaging, interactive and exciting content which can be used across multiple media platforms.”


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