Heavy investment in pocket money lines key to Zuru’s global growth

Zuru has highlighted its collectables and pocket money brands as key to growing its business on a global level.

In a statement released by the firm this week, it detailed that developing themes and premium offerings at value price-points will remain at the centre of of its long-term strategy.

As such, Zuru declared it is committed to investing in "full and robust marketing campaigns" for lines like its latest 5 Surprise and Cotton Candy ranges, and will kick off with a raft of exclusive digital content and media campaigns.   

A new wave of 5 Surprise blind collectable capsules will hit the UK market from February 2019, and comprehensive branded content on Youtube has already achieved almost one million views within the first three weeks of availability. 

Influencer seeding is also part of the social and digital media outreach, extending reach among key figures.

While digital content and targeting is key for communicating the new ‘Lucky Dip’ theme, new colour-ways, and ‘100+ surprise toys to collect’ messaging, TV will support the showcasing of the brand across Sky, Turner, ITV, and Disney channels. 

In-store support is also a priority with an updated packaging design and merchandise POS clearly communicating the surprise unboxing to bring a refreshed consumer experience.

Meanwhile, Cotton Candy Cuties include six slow-rise characters to collect, such as Caramel Pudding and Unicorn. Kids can also add to their compound collection with Cotton Candy refill pops. 

A full 360-degree marketing campaign is supporting the launch, beginning last month with Youtube and Influencer content, which has already hit almost  two million views. 

TV advertising will follow with a dedicated TVC from the beginning of February via both satellite and free-to-air channels, in addition to in-store POS and PR outreach.

"Our collectables and pocket-money brands are key growth drivers for the business and part of our long-term strategy is to continue developing themes and premium offerings at value price-points’, said Renee Lee, global marketing manager, ZURU. 

"We’re committed to investing in full and robust marketing campaigns around our impulse-buy ranges such as 5 SURPRISE and Oosh to best support our customers and reach our consumers."

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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