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.

Products

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.

Marketing

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 www.lpso.com

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.

In-Store

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

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Copyrights Group

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The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.