CAMPAIGN OF THE MONTH: Fisher-Price Favourites - ToyNews

CAMPAIGN OF THE MONTH: Fisher-Price Favourites

Sales of Mattel's pre-school brand rise 24% in April. Now the firm is backing its new ten-toy Favourites collection with a widespread marketing campaign to connect with mums and drive sales further...
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Online

A Fisher-Price Favourites microsite went live on www.fisher-price.co.uk this spring. It allows mums to discover a ‘toy box full of fun’, with easy navigation through product categories. The new online spot ‘How does your baby learn?’ reaffirms the brand’s expertise in baby development, while Fisher-Price also says it immerses mums in the benefits of the joy of learning.

Retail

A fully-integrated retail activation programme will support key retailers in communicating the initiative to consumers. Assets include a comprehensive style guide with logo, product, packaging and lifestyle images, as well as copy detailing the main benefits and features of each product, leaderboards, MPUs and skyscraper ads for use online. There are bespoke point-of-purchase materials for in-store promotions, too.

Direct marketing

Email activity through the Fisher-Price Baby Club will reach a database of over 100,000 mums. This will communicate the campaign at each key stage of their baby’s development.

Press

Advertising in the parenting press will be supported by creative advertorials and press office activity to help create a rapport with mums. The campaign will also be communicated through a new online section as part of Fisher-Price’s partnership with Baby Centre. Fisher-Price says pages will add credibility to the products and enable the brand to showcase the Fisher-Price Favourites to mums, with easy retailer links to drive purchase.

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