Already a hit in the US, Fisher-Price is planning a marketing campaign worthy of a VIP for the UK launch of Dance Star Mickey.
Publish date:
Social count:
10_Dance star mickey.jpg

Mattel's 360-degree campaign will target both adults and pre-schoolers, positioning Dance Star Mickey as the must-have toy for Christmas.

The interactive dancing Mickey Mouse announced himself to the UK near the end of June, joining forces with a hit UK street dance group for a viral video campaign. Taking part in a battle of the bands style dance-off with Britain’s Got Talent crew Flawless, Dance Star Mickey showed the group some moves to envy.

Dance Star Mickey takes on dance crew Flawless.

Image placeholder title

The clip has notched up thousands of views across YouTube and consumer, blogger and national websites including The Sun and OK, while Flawless group members have also been repeatedly posting the news to their followers via Facebook and Twitter.

The marketing campaign will pick up more momentum heading into the festive season. Heavyweight TV support will begin in October and run through to Christmas including high profile, prime time Channel 5 Milkshake sponsorship. Further online support will include interactive dedicated Mickey Hubs and display advertising across Disney Jr and AOL websites, plus electronic direct mail to thousands of mums on the Fisher-Price database.
Dance Star Mickey will also receive further significant PR support throughout the autumn with a retailer store tour, competition placement and Christmas gift guide placement.

Dance Star Mickey walks, talks and dances to four different songs including Techno, Mambo, Shake Your Groove Thing and ‘M’ to the ‘I’, even performing the Moonwalk. It has two interactive settings, including songs and games.




It was Europe?s number one boys toy brand in 2011, according to Hasbro, and the firm is planning a major marketing push to build awareness further this spring/summer?

5_iTeddy pic 2.jpg


The award winning iTeddy hit the market in 2007, after its creator Imran Hakim was given £140,000 of investment from Dragon's Den's Peter Jones and Theo Paphitis. iTeddy is now distributed in 45 countries by Vivid, which is backing it with a hefty campaign...



Jumbo has launched an integrated campaign for Grow with Jumbo, its educational puzzle and game range, including print, PR, online and a schools partnership?

Featured Jobs

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.


UK Sales Agents

Liberty House Toys have been appointed as the exclusive UK distributor for the BiOBUDDi brand, and we are pleased to introduce this new unique, innovative and exciting range of 100% environmentally-friendly toy building blocks. We are seeking experienced sales agents with existing network in the toy retail market.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.