An extensive digital programme, retail activations and TV advertising in the run-up to Christmas will provide maximum visibility for the brand.

Inspired by the Adventure Park location from the show, the interactive Ricky Zoom Speed and Stunt Playset features three different ways to play.

Tomy is launching an extensive marketing campaign centred on its newest line, Ricky Zoom – the first ever all-bike show for pre-schoolers. The company says the large-scale campaign has been devised to promote and celebrate the growth of Tomy’s licensed toy product offering and support its retailers.

Partnering with property owner Hasbro as master toy licensee, Tomy has created an innovative and engaging Ricky Zoom range which brings the popular bike show to life for children around the world.

With friendship and community at its heart, the CGI show premiered in the UK in October 2019, fast becoming a firm favourite with the nation’s pre-schoolers – reaching a total audience of 640,000 on Milkshake! alone. This May, Ricky took the No. 1 spot for all programmes on Channel 5’s pre-school block Milkshake!, while the series also ranked as one of the top five shows on Nick Jr.

Backed by a robust marketing plan across a range of platforms, the planned activity will support the key items in the range starting with Lights and Sound Ricky and Speed and Stunt Playset. An extensive digital programme, retail activations and television advertising in the run-up to Christmas will provide maximum visibility for the range.

“Tomy has created a vibrant and exciting toy line that will spearhead the launch of Ricky Zoom at retail and fuel the imaginations of our young fans,” said Hasbro’s Marianne James, VP EMEA Consumer Products. “The toy range has been designed with interactive features that reflect the show’s core brand values of action, rescue and adventure, so that kids can immerse themselves in the world of Ricky Zoom beyond the TV screen and replicate his adventures in their own homes.”

Helena Stacey, Ricky Zoom brand manager at Tomy, said: “The Ricky Zoom launch is an incredibly exciting one for Tomy as we continue to expand our ever-growing licensed toy product offering. We’re really excited by this range, which is why we’re heavily investing in this robust marketing campaign to help ensure all Ricky Zoom fans can take part in their own biking adventures.”