PxPixel
CAMPAIGN OF THE MONTH: iTeddy - ToyNews

CAMPAIGN OF THE MONTH: iTeddy

The award winning iTeddy hit the market in 2007, after its creator Imran Hakim was given £140,000 of investment from Dragon's Den's Peter Jones and Theo Paphitis. iTeddy is now distributed in 45 countries by Vivid, which is backing it with a hefty campaign...
Author:
Publish date:
5_iTeddy pic 2.jpg

BILLED AS a teddy bear for the 21st century, iTeddy appeals to both boys and girls aged three and upwards.

It comes with video play and audio storytelling capability, coupled with a music player and photo storage - all embedded within the toy's tummy. Additional content can be downloaded from the iTeddy website, including characters such as The Owl and Little Princess. Further licensing deals are currently in the works.

TV

An iTeddy TV ad was created to demonstrate the toy's USPs and incorporates a catchy jingle. A TV campaign with 520 TVRs airing on Five, Nickelodeon, Jetix, Cartoon Network and CITV4 is also planned for autumn/winter 2008.

PR

A nationwide media relations campaign was rolled out by Vivid's PR agency, Norton & Co, to communicate iTeddy across national, regional and parenting titles, both print and online. The drive kicked off back in January at Toy Fair, with Hakim appearing with Peter Jones, generating a large amount of press interest.

Following this was its selection in the TRA's Techzone Top 12 and The Entertainer's online top ten toys for Christmas. It has also won a Toy Wishes All Star Award for innovation and technology in the US among other accolades.

Website

A consumer friendly website - www.iteddy.com - was launched in the summer, including free download content, an online shop, tutorials and various ways of customising iTeddy.

Related

3383_mypictr_300x300.jpg

CAMPAIGN OF THE MONTH: Vivid JLS dolls

Vivid's JLS Collector Dolls launched in mid-October and are gaining exposure across internet, broadcast, radio, national newspapers and consumer lifestyle magazines. Secured coverage is already looking set to generate a media value of over £1 million by the end of the year...

3385_mypictr_300x300.jpg

CAMPAIGN OF THE MONTH: Lego Ninjago

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.

3401_mypictr_300x300.jpg

CAMPAIGN OF THE MONTH: Polly Pocket

Mattel has launched Polly Pocket?s Best Day Ever campaign with an extensive 360 degree marketing programme. The national promotion is supported by TV, online, print, partnership and in-store activity...

10_Redakai 300.jpg

CAMPAIGN OF THE MONTH: Redakai, Spin Master

The firm?s new boys? action property ? which features Blast3D technology to bring the characters to life and stackable gameplay ? is being backed by a heavyweight campaign covering sampling, TV, online and in-store?

Featured Jobs

Copyrights Group

Marketing Manager

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.