Lewis Tyler

By Lewis Tyler

March 20th 2012 at 10:31AM

It was Europe?s number one boys toy brand in 2011, according to Hasbro, and the firm is planning a major marketing push to build awareness further this spring/summer?

This year will see Hasbro launch an integrated multimedia campaign in spring/summer to promote the Beyblade: Metal Masters TV series and product.

Kicking off on Nicktoons, the Metal Masters animation will run throughout spring/summer and will be supported by a new micro-site – Fans will be able to visit the site to read the Beyblade blog, enter competitions, pick up battle tips and play a selection of Beyblade games including the newly created Beyblade Epic Battles.

To further increase awareness of the brand and the new site, Beyblade: Metal Masters will sponsor Nickelodeon mornings (7am to 9am) for three months from February. In addition to this, web driving commercials will be aired across the Nickelodeon TV channels, building awareness of the new Beyblade Epic Battles game and competitions.

Beyblade will also take over the NickToons homepage on a weekly basis through spring/summer and use banner advertising to encourage visitors to interact with the brand.

A Beyblades tour ran during the February half term and will return during the Easter holidays, visiting 12 shopping centres and visitor attractions across the UK. A raft of demonstration days will also be running at retail.

Finally, all of this will be backed up by over 600 GRPs of terrestrial and satellite TV advertising, from February through to April.