Character Options is supporting its new AW21 collection of Little Live Pets launches with its ‘most ambitious marketing campaign for the brand to date,’ spanning TV, YouTube, and an ‘always-on’ digital strategy from July until Christmas, as well as celebrity product placement on social media platforms.
Last year, the range grew substantially, and it is now established as one of the leading youth electronics brands in the UK. The second half of the year saw the launch of a new style guide and a host of innovative new products, including the popular Gotta Go Flamingo.
Despite lockdown, the brand has started 2021 well, thanks to new series of core pets across the lower price points and continued demand for lines such as the Cozy Dozy Koala and the Gotta Go Flamingo. Little Live Pets remains one of Character Options’ leading brands and it will benefit from significant investment this year to secure its pole position in the electronic pets’ toy aisle.
Mark Hunt, marketing manager at Character Options, said: “The longevity of the brand is amazing, seven years on we are still growing and bring innovation into the category. And, this year, we believe it is the best collection to date.
“Retailers can look forward to the launch of Gotta Go Turdle – the singing, eating, pooping turtle who is sure to be this year’s most outrageous electronic pet. We will also be welcoming My Pet Pig Piggly the walking pig, who wiggles his nose and makes adorable piggy noises. Plus, we will be introducing a seriously sweet horde of Lil’ Hamsters.”
The Little Live Pets range benefits from a high impact marketing drive, wherein TV remains key across children’s channels, underpinned with YouTube pre-roll activity. From July until Christmas, Character Options will be adopting an always-on digital strategy for the brand, as well as ensuring celeb product placement and activity on social media platforms like TikTok, where fans are known to be waiting to see and share news of the next new additions to the line.
Hunt added: “We have high expectations for Little Live Pets this year due to the strength and depth of the range, and we are looking forward to another successful autumn season and another year of growth for the brand.”