Golden Bear has re-scheduled the TV campaign and on-shelf date for its Twirlywoos and Hey Duggee plush lines to June, due to unprecedented consumer demand.
Based on the new children’s TV series airing on CBeebies, Golden Bear’s Twirlywoos range includes plush versions of characters Great BigHoo, Toodloo, Chickedy, Chick and Peekaboo.
Varying in size, the range will include fun talking soft toys, Peeking Peekaboo and Twirly Top Toodloo.
The launch will be supported by a dedicated marketing and PR campaign in conjunction with DHX Media, including a partnership with Immediate Media and a social media programme of activity with a popular parenting website.
A blogger outreach programme designed to immerse parents and their children in the world of the Twirlywoos will sustain awareness for the new toys, which will also be supported by TV advertising from launch all the way through to the end of the year.
Elsewhere, Golden Bear’s Hey Duggee plush offering will include collectable characters and talking Squirrel Club Soft Toys, each complete with its own child-safe feature badge.
The Woof Woof Duggee Soft Toy with textured fabrics and push-activated badge icons features the show’s theme tune and key phrases from the series.
The toy launch will be supported by a programme of activity with Immediate Media, a comprehensive parenting blogger outreach plan based around the badges theme, as well as activities involving the Hey Duggee costume character and third party initiatives in conjunction with the BBC.
Alongside this there will be a strong TV advertising programme running all year from launch.
“Consumer response to both of these new series has been phenomenal,” said Barry Hughes, commercial director at Golden Bear.
“The unique characterisation and programme development led by Anne Wood in Twirlywoos and the groundswell of interest from parents in Hey Duggee has prompted us to bring forward all activity around both launches to bring toys into the market earlier, capitalising on the growing audience figures.”