The Mattel Fun Times campaign will aim to encourage mums in the UK to make traditional board games a part of the modern family schedule. The programme has grouped together a range of family and kids games that are simple to set up, easy to play and fit in with family life. Among others it will push IPs including Scrabble, Pictionary and UNO, plus new games such as Chameleon Crunch and Molehill Mania.
Throughout Q4, Mattel will partner with leading mums’ website Netmums. A microsite housed within Netmums will showcase the entire Mattel Fun Times portfolio bolstered by real mum reviews. The site’s 3.2 million monthly unique users will be challenged to fit some play into their day and encouraged to share their stories and tips. The mum-driven programme will deliver over six million impressions. It will be underpinned by a broader digital advertising campaign cross key parenting sites driving to the microsite and retail partners.
There will be increased investment from Mattel Games in Q4 with more ads than ever before. The heavyweight TV campaign, featuring Mattel Fun Times messaging, will run from September until Christmas.
Another major first for the brand will be a multi-faceted radio campaign comprising editorial, spot advertising and a high profile sponsorship initiative.
Mattel Fun Times will also come to life via social media with an interactive Facebook campaign running throughout the peak game-buying season.
A multi-platform PR campaign will keep the Mattel Fun Times message and portfolio in front of mind for mums in the run up to Christmas with a mix of news stories, editorial gift recommendations and a mummy blogger review programme.
To bring the campaign to life in-store, Mattel will present a POS statement that will showcase the Fun Times full range of family and children’s games.