Meccano is supporting retailers in its “most integrated launch to date” with an in-store campaign including video displays.
The units will showcase Meccano’s new Evolution line, and present consumers with the new streamlined look of the brand.
The construction toy company will provide retailers with various tools to aid in-store presence.
UK country manager of Meccano, Sue Barratt, told ToyNews: “We have focused our attention on retailers, showing them that we’re committed to their success. We’ve developed a video display unit so that the consumer experience is more engaging and dynamic.
“The seven-inch 16:9 widescreen format LCD digital monitor includes a speaker for audio and USB connection for automatic upload of new videos from memory sticks.”
The launch of the new Evolution range will also be supported with a multi-platform marketing campaign, reaching across online, mobile and radio.
Barratt added: “We are looking at a rich mix of tactics, including an airtime campaign on national commercial radio that integrates with online and mobile devices. “We want to get the message out to as many target consumers as possible. That is why we are looking at radio as a new and slightly leftfield way of engaging them that includes communicating directly to children as well as their parents and grandparents.”
The firm will also be rolling out a PR campaign to consumer media, bloggers and social media.
“Evolution’s launch is our most integrated to date, communicating the strength of the Meccano brand and the values represented by Evolution,” concluded Barratt.