Arts and crafts specialist Interplay will spend 25 per cent more on TV marketing this year to keep its sales strong.
The supplier’s top-selling Wild Science for Girls kit – which will feature heavyweight TV and press campaigns – has also had its £12.99 price tag held for the fifth year in a row.
Interplay expects the kit to be as popular as hero lines Perfume Lab, Bath Bomb Factory and Luxury Soap Science.
MD Ross Ainsworth told ToyNews: “As an accountant there is a natural urge for me to cut overheads, and TV budgets can make for easy targets especially in these tough times. So our commitment to a 25 per cent increase
in TV expenditure therefore sends a clear message of the direction Interplay is taking – and also confirms our strong commitment to support our retailer partners in driving volume sales.
“As part of a multi-channel campaign we will be delivering heavyweight TVRs to our MyStyle Craft range to maintain the phenomenal growth pattern since launch two years ago and to support several new and exciting jewellery lines,” Ainsworth continued.
Wild Science for Girls boasts new ads and a fresh Nail Laboratory line, while 3D construction range Rivetz will also receive TV and cinema ads. “The Wild Science Girls TV campaign in 2008 worked fantastically well and formed the bedrock of all future campaigns.
“We are really excited about this year’s marketing initiatives, and can’t wait to see what results the increased expenditure will have.”
Interplay’s first TV campaign was for Wild Science back in 2008.
Interplay: 01628 488 944