CAMPAIGN OF THE MONTH: Hasbro Littlest Pet Shop

Hasbro?s Littlest Pet Shop is one of the market?s leading mini-doll brands and the three new play-sets launched this year will be backed with a multi-platform promotional campaign?
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The Littlest Pet Shop property is a line of collectible pets aimed at girls aged four to eight, appealing to their zeal for nurturing and collecting. With more than 325 million pets sold globally, it is currently the number one mini doll brand by volume in the UK.

The range has a global licensing programme, which includes more than 175 licensees bringing products to market across all the major categories, from apparel and accessories to consumer electronics, video games, homewares and publishing.


LPS is a brand built on collectability and fantasy play. The brand sits within the mini dolls segment of the dolls market and features bobble head styling as the main point of difference to other girls collectables.

In addition to single and triple packs, there is also a range of play-sets to extend the play experience. There are three new play-sets this year – the Get Better Centre, the Paw Powered Cruiser and the Rescue Centre.


In addition to heavyweight advertising for the new range of play-sets, there is a variety of activities planned, including a sponsorship of PopGirl TV, with bumpers appearing in a daily block of afternoon programming.

Hasbro is also running a ‘collect and get’ promotion, where consumers can claim an exclusive pet in return for sending in tokens from promotional packs. There’s also a national newspaper promotion planned for later in the year, in addition to a new LPSO website launched recently at

In addition, there is a PR programme in place to communicate with children and let them know about new product launches. Ongoing relationships with a number of girls’ publications include sponsorship of competition pages and letters pages.


Retail specific promotions will run nationally and will build on the promotions which have already been running this year.



CAMPAIGN OF THE MONTH: Hasbro, Trivial Pursuit

Hasbro continues to update and reinvent its classic game brands and has hooked up with superbrand Guinness to formulate a six-week pub promotion around Trivial Pursuit?s latest incarnation, Trivial Pursuit: Bet You Know It.



Following nine successful years of Bionicle, Hero Factory is a brand new concept in the buildable action figure category, backed with a campaign including TV, sponsorship and a nationwide road show.



January 2011 sees the launch of a brand new theme, Lego Ninjago, within the Lego Portfolio. It offers children aged six and over an entirely new experience that bridges physical action play, Lego product building and interactive online experience, with a ninja theme.

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