Sarah Holden, marketing and communications manager at HTI Group, commented: “Tonka Town builds on a strong evergreen brand that has been a favourite with kids and parents for years. This innovative pre-school segment introduces a new element to the Tonka brand and is sure to be a big seller in the build-up to Christmas.”
Tonka Town has a dedicated website (www.tonkatown.com) featuring an online catalogue of the full range with demo videos, character profiles, a parents section, games and activities for children. A limited edition, 36-page Tonka Town magazine has been created and will be available from 15th October in Tesco, Sainsbury’s, WH Smiths (High Street and Travel), Martin McColls, Spar, Star News, Londis, Nisa and independent newsagents, carrying a free cover-mounted Tonka Town character.
Tonka Town will be supported with a TV advertising campaign, featuring the Fire Station Play Set, which will run for four weeks from 21st October (half-term) to the 17th November. The 20-second advert will also trail the full range, comic and website URL. The advert will air across Network children’s channels including Nick Jr, Cartoonito, Boomerang, Milkshake and Disney Jnr.
The Tonka Town range has been on sale since August and is listed in all major UK retailers. The new Tonka Town Fire Station Play Set is a multi-feature set equipped with sirens and blue flashing lights, a training tower (complete with imitation fire) and a fireman’s pole. A multi-feature Tonka Town Prison Set comes with Policeman and inmate character, as well as a free-wheeling Police Bike and a range of interactive features. Vehicles in the range include the Tonka Town Dump Truck, the Tonka Town Police Ranger, the Tonka Town Police Bike, Tonka Town Fire Engine and the Tonka Town Fire Car.
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