Using the strap line Time to Build, the interactive TV ads start today and run for a year.
The new ad campaign is aimed at promoting Mega Bloks' core pre-school range. The 60-second advert will be shown on popular children’s channel Cartoonito, just before the 8.30am show every day of the year.
The ad will feature bright & colourful animation, catchy music and a Mega Bloks character called Buddy, which encourages children to build everyday items with the firm's iconic large blocks.
The interactive ad will challenge pre-schoolers to build themed items such as giraffes (animals), castles (buildings) or sail boats (vehicles) and will drive to a dedicated microsite on Cartoonito at www.cartoonito.co.uk/megabloks.
Kids and their parents will be able to download instructions on how to construct ‘today’s build’, upload pictures of their creations and take part in a range of online activities including monthly competitions.
Within the advert, there will be four live action scenes, showing families playing with Mega Bloks. The brand has a range of developmental and learning benefits for pre-schoolers, from harnessing creativity and imagination, to helping with reasoning and problem solving skills, and developing fine motor and gross motor skills.
The campaign is part of a big push by Mega Bloks to catapult the brand to new heights on the back of record growth in its sector.
Mega Bloks growth in pre-school in 2010 was 64.9 per cent, outperforming the market growth of nine per cent seven-fold. Its market share in 2010 was 55 per cent of the junior construction category, up almost ten per cent on the previous year’s figure of 45.8 per cent.
Supporting activity will include a PR at launch, plus sponsorship and advertorials in national parenting magazines, a take-over of the ToyNews site, a social networking campaign including the launch of a dedicated Time To Build Facebook page and Twitter site, a dedicated Time to Build You Tube channel, collaborations with mummy bloggers, a national and regional press campaign, activity at retail, with much more to be unveiled over the course of the 12-month campaign.
Peter Fuller, UK marketing manager, Mega Bloks said: "This is the first time in our 26-year history that Mega Bloks has advertised its core pre-school brand on TV so naturally we are extremely excited.
"In a very competitive market where innovation and creativity are key, our ‘Time to Build’ campaign offers something special that all pre-children can feel a part of and enjoy with their families."
For more about the play benefits of Mega Bloks see www.cartoonito.co.uk/megabloks