Spin Master Toys has launched a new UK schools STEM partnership for its Meccano brand with a new programme created by and to be managed by the specialist agency SUPER.
Over the next 12 months, more than 100,000 Ky Stage Two pupils (seven to 11 year olds) from 700 schools across the UK will get the chance to build and learn with Meccano through both their curriculum studies and via lunch and after school clubs.
The Meccano Co-Lab STEM programme comprises 10 hours of branded study content across four curriculum subjects: History, Art/Design, Science and English. Each school will also launch its own Meccano Club focusing on challenges, free play and experimentation to drive further awareness and exposure to the brand.
The programme, which includes other branded communications, will extend to a total of half a million after factoring in wider school engagement via assemblies, as well as keeping parents informed about the activities their children are engaging in.
It is anticipated that the activities will create noticeable interest and demand for Meccano as kids are introduced to and become excited by this classic construction and engineering play pattern.
Ella Newman, senior brand manager for Meccano, said: “We are delighted to be working with SUPER to get Meccano into the hands of so many UK school children this year. We’ve carried out STEM activities with school children in the past but nothing on this scale before. We are naturally excited that this added exposure to Meccano will further spark curiosity and interest in our brand and over time, inspire more engineers and scientists of the future.”
Aaron Lipman, founding director at SUPER, added: “We’re extremely excited about our partnership with Meccano. Meccano is the perfect vehicle for developing children’s interest and skills in the STEM area of the national curriculum and we know the results will speak for themselves.
“The Meccano product matched with our STEM education and after-school club marketing materials made it an easy sell to teachers, resulting in over 700 schools opting-in within three weeks to receive our branded campaign materials and product.
“The output to this activity will see over half a million children and families engaged with the programme with over one million branded hours consumed both in-school and at home.”