Magic Box Toys is celebrating the successful launch of its new collectable range, SuperZings: Rivals of Kaboom. The range was supported by a 360-degree communications campaign which boosted sales to half a million units in the first four weeks of launch.
Focusing on activity which targeted parents and young children in the UK, the marketing strategy incorporated activity across Magic Box’s social media channels, TV advertising, a bespoke “Show & Tell Superheroes” initiative for 200 UK primary schools, a two-week take-over of popular mum-hub UKMums.tv, blogger engagement, a Twitter Party, a news generation poll resulting in over 200 pieces of media coverage, plus extensive sampling programmes around the UK.
The SuperZings launch was supported by a primary school initiative, called Show & Tell Super Heroes, which saw free posters, stickers, capes, eye masks and blind bags given out to children.
In addition, Magic Box went ‘back to school’ and spent the day with children filming a ‘kids say the funniest things’-style video series for use on social media, UKMums.tv and YouTube. The series saw children answer questions such as “Who’s your real-life superhero?” and “If you had a superpower, what would it be?” The video series has already been viewed more than 25,000 times on Magic Box’s Facebook page alone.
SuperZings’ presence online increased further with a two-week takeover of UKMums.tv and distributed samples across Gulliver’s theme parks and soft play centres across the country.
Working with key children’s media, Magic Box also embarked on a cover-mounting exercise with titles such as Toxic, Kraze and Busy Time combined with activity pages and competitions. In addition, TV Advertising ran throughout the period across all terrestrial and satellite kids channels achieving over 1250 TVRs.
“We are thrilled by the positive impact the launch has had for SuperZings," commented Ben Harper of Magic Box Toys.
‘Working closely with Playtime PR, our objective was to get SuperZings out there in the hands of parents and children in meaningful and engaging ways so that we could ultimately create devoted collectors. This was crucial in generating the buzz around launch and the campaign has generated engaging, interactive and exciting content which can be used across multiple media platforms.”