CAMPAIGN OF THE MONTH: Fisher-Price Trio

Trio is a brand new concept in building play, which has been developed in Mattel?s Play Lab. The collection comprises a series of construction play packs at a range of different price points and age suitabilities.
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The key components of the system are bricks, sticks and panels, which have been designed to make a click sound as they snap into place. All pieces in the system work together; pieces from items suitable for the three to five age group can also be used as pre-schoolers work up to play-sets suitable right up to seven years of age.

Items within the new collection include the Trio Building Set with storage, which comes with 100 pieces including custom parts such as wheels, chassis and figures, as well as a durable tub for storage.

This is complemented by themed sets Crazy Creatures and Aeroplane and, as pre-schoolers progress, there is a series of city-themed play packs including Police, Airport, Fire Station and Cargo. Suitable from four years onwards.


Marketing

A major marketing campaign targeting both mums and pre-schoolers has supported the Trio collection since its launch in the summer, including TV advertising and national newspaper sampling, and there is plenty more to come as the festive season gets underway.

Further TV advertising targeting parents will broadcast through November and an extensive sponsorship campaign with Channel Five’s popular Milkshake strand will also showcase the system from mid-November through a series of animated bumpers.

An extensive print advertising campaign is targeting both parenting and pre-school press including popular titles such as Junior and CBeebies. Web surfers will also spot an online campaign, which again targets both mother and child including leading sites Mumsnet and Nick Jr online.

Sampling is a key component of the campaign. A programme of sampling of play packs for pre-school environments, as well as mini sets to ensure the play continues in the home, is currently underway.

A strong response has been received to date and the programme continues until the end of the year. PR activity has also seen Trio featured in leading parenting titles and Christmas gift guides to come and has also resulted in a Silver Award in the Practical Pre-school Awards.

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