Interplay details extensive marketing campaign for My Fairy Garden in the Christmas run

Interplay has invested in a new bout of TV and marketing campaigns for its popular My Fairy Garden range as the firm heads in to the run up to Christmas.

The campaign for the best-selling grow and play sets will feature 750 TVRs in the UK and Ireland and will be supported with strong retail presence and on shelf placement in a range of stores.

Toy shops, supermarkets, department stores and home and garden outlets will be the focus of the in-store campaign.

Interplay has even tapped in to the US market for the range, having seen the My Fairy Garden range nominated for the Toys of the Year Awards in the play-set category.

The firm has revealed big plans for the brand next year. Launching from Spring 2018, a new enhanced marketing programme will be initiated, designed to build awareness, loyalty and depth of purchase.

As part of this, the firm has appointed Wire PR to handle PR for the My Fairy Garden brand which will be showcased at key blogger events and promoted via social media activity, building even more awareness across all channels.

Meric Pekcan-Butcher of Interplay, said: “2018 will be a very special year for My Fairy Garden. The brand is becoming an evergreen property and we are working hard to support the growth of the range with exciting new product launches.

“We are also delighted to be working with Wire PR to maximise the awareness and coverage for the range. More innovative marketing activity is also in the pipeline. All to be revealed soon.”

About Robert Hutchins

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

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