Girls’ craft brand Pom Pom Wow is showing ‘every indication of being the next huge craze’ in the toy industry, according to UK distributor, Character Options.
The firm has revealed that expectations are very high for the range that is at the ‘height of fashion at the moment’ when it launches with the support of a “huge multi-platform marketing strategy” this May.
Alongside a robust TV strategy, the line will be launched with the support of a high profile digital campaign, extensive sampling opportunities and a new partnership with Fiat UK.
In a TV plan that will cross terrestrial and satellite channels through May to November, the campaign will feature a 20” TVC and will coincide with a digital plan including a branded microsite and TV shout out that will run for four weeks on Popfun and Swapits.
Complementing this will be a full page press campaign in top publications reaching almost three million children.
Elsewhere, an extensive Pom Pom Wow sampling event will also take place including covermounting in two tween publications and a large retailer activity which will see over over 400 individual demonstration kits being made and distributed to stores in the coming weeks.
A marketing drive in partnership with Fiat UK will see Character Options give a Fiat 500 L the Pom Pom Wow treatment before taking it on tour around London landmarks during May half term.
Mark Hunt, marketing manager at Character Options, said: “Every indication suggests that Pom Pom Wow is going to be a huge craft craze.
“Pom Poms are at the height of fashion at the moment and with Pom Pom Wow girls can decorate anything they want. Our sampling, advertising and Pom Pom car stunt will all go to ensure we create the strongest awareness possible for this brand.”