Littlest Pet Shop will return this summer, with an all new theme – sweetest. New lines for autumn/winter will include blind bags, single pets, the Sweet Delights Treat Truck and the Pet Shop Play-set (with two exclusive pets). In addition to this, there is also the free Littlest Pet Shop app.
To showcase and drive the strength of the new toy range, Hasbro has created an interactive, multi-platform marketing campaign, targeting girls aged five to nine. This includes sampling, new TV advertising and entertainment commissions, alongside online partnerships.
TV – Advertising
New ads will focus on the collectable pets, the Sweet Truck and the Pet Shop Play-set. Ads began in mid-July and will run until December on a vast range of girls TV channels.
TV – Programming
The latest Littlest Pet Shop animation is currently airing on POP every weekday at 7.30am and 5.30pm, and weekends at 9.30am and 5.30pm.
As part of an exclusive online partnership with Stardoll, girls will be able to watch all of season one of Littlest Pet Shop online. Starting on August 5th, Littlest Pet Shop will also take over the Stardoll homepage and sponsor LPS virtual gifts and the regular ‘pet-a-porter’ feature.
Accompanying the TV and online promotion will be nationwide cinema activity that will reach almost four million families in the UK. Starting in October, the 12-week campaign will introduce girls to their favourite LPS pets through entertaining ‘meet the pets’ spots that aim to showcase their unique personalities. Leading up to Christmas, the spots will feature around some of the biggest family movies of 2013.