CAMPAIGN OF THE MONTH: Dance Star Mickey

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.
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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.

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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.

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