Giant robots are invading toy shops across the UK and Ireland, as part of a new promotional campaign for construction toy Magformers.
The art-like sculpture installations of the iconic 1.6m tall Giant Robots, made from 187 magnetic Magformers pieces, form part of a six-figure marketing campaign encompassing live in-store demonstrations, TV advertising, digital advertising and social media.
Built by Magformers’ UK demonstration manager, Matt Donald, the robot fleet have already begun their roll out to national and independent toy retailers, including John Lewis’ flagship Oxford Street store; Eason’s famous O’Connell Street location; Austins in Newton Abbot; Vincent Davies in Haverfordwest, Wales; the Science Museum in London; and selected Toymaster stores.
The robots will also be making their way to more than 20 John Lewis stores before Christmas.
“Magformers are now available through significant major retailers including John Lewis, Ocado, Argos, Shop Direct, QVC, Smyths and Toys R Us – as well as an impressive independent retailer footprint," said Magformers MD, David Kelly.
“Our high-quality, engaging toy brand is experiencing unprecedented growth again and sales for January-September 2017 are 178 per cent up on the same period last year, with September alone up 418% per cent," continued Kelly. "Magformers is one of the hottest toys in the industry right now and we are supporting our retailer partners with some innovative and high-profile advertising and marketing activity.”
Live Magformers demonstrations will be taking place at Fenwick and Bentalls stores in Newcastle and Kingston and multiple demo days planned by Matt Donald at John Lewis and Smyths stores.
The Giant Robots will feature heavily in the demo programme and will also be used in a social media campaign designed to drive customers into store and take selfies alongside the structures, with prizes awarded for posting the pictures to Facebook, Instagram and Twitter.
The line will also enjoy a three-month TV advertising campaign in the run-up to Christmas.