Mattel launches new online resource to introduce kids to coding

Fisher-Price has kicked off its extensive marketing push to support the launch of its new Code-a-Pillar with the introduction of an online pre-school resource.

Created for pre-school and nursery practitioners, teachers and parents, the resource is designed to help give young children aged three to six years old their first introduction to coding through interactive hands on play with the Code-a-Pillar.

Hosted on a dedicated website, the resource features free downloadable teaching and learning resources that support the curriculum for EYFS ‘Technology’ and KS1 ‘Computing’ including stories and task sheets, Parent Information to further support a child’s development at home, and details on how nurseries and parents can take part in the Code-a-Pillar Challenge.

The Code-a-Pillar Challenge tasks children with guiding their Code-a-Pillar around a “garden path” obstacle course and record their time.

Nurseries and parents at home can use the pre-designed course template within the resource to enter their team/child’s time into the league table for a chance to win prizes from Fisher-Price. The challenge will run until December 16th 2016.

The resource has been launched with a number of marketing initiatives to engage nurseries, including information distributed to over 10,000 establishments, with a follow up outreach planned for September which will include a retail discount to drive to purchase.

The pre-school resource is expected to reach approximately 40,000 practitioners, 600,000 parents and 400,000 children.

“We are very excited to launch the new pre-school learning line as we look to establish Fisher-Price as a key player in this category," said Wendy Hill, brand activation director, Mattel UK.

"The innovative Code-a-Pillar, and its links to the curriculum, fits perfectly with the development of an educational resource at a grassroots level. We look forward to building on our presence in this arena as we continue to develop our pre-school learning offering with the launch of the Counting Colours Chameleon later this year and further new launches in 2017."

The pre-school learning line launch will also be supported by an extensive PR campaign including the release of a European wide survey to generate conversation amongst millennial parents around coding as well as an integrated influencer programme encouraging reviews and peer to peer recommendations.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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