Company is launching its new collectibles ranges with extensive digital content and media campaigns.

With both blind-bag ranges forming part of Zuru’s brand growth strategy, the business is investing significantly in marketing support behind new product launches. A new wave of 5 Surprise blind collectible capsules will hit the UK market from February, and comprehensive branded content on YouTube has already achieved almost 1m views within the first three weeks of availability. Influencer seeding also forms a huge part of the social and digital media outreach, further extending reach and talking points among key opinion-formers.

While digital content and targeting is key for communicating the new Lucky Dip theme, new colour-ways, and ‘100+ surprise toys to collect’ messaging, TV will support the showcasing of the brand across Sky, Turner, ITV, and Disney channels. In-store support is also a priority with an updated packaging design and merchandise POS clearly communicating the surprise unboxing to bring a refreshed consumer experience.

Zuru’s Oosh Cotton Candy Cuties combines fluffy, scented compound with slow-rise collectible characters. Available in two sizes and four scents, Cotton Candy Cuties include six slow-rise cuties to collect, with characters such as Caramel Pudding and Unicorn. Kids can also add to their compound collection with Cotton Candy refill pops. A full 360-degree marketing campaign is supporting the launch, beginning last month with YouTube and influencer content, which has already hit almost 2m views. TV advertising will follow with a dedicated TVC from the beginning of February via both satellite and free-to-air channels, in addition to in-store POS and PR outreach.

Renee Lee, global marketing manager, Zuru, commented: “Our collectibles and pocket-money/treat purchase brands are key growth drivers for the business and part of our long-term strategy is to continue developing themes and premium offerings at value price-points. We’re committed to investing in full and robust marketing campaigns around our impulse-buy ranges such as 5 Surprise and Oosh, to best support our customers and reach our consumers.”