Campaign of the month: Mattel/Fisher-Price - ToyNews

Campaign of the month: Mattel/Fisher-Price

Fisher-Price's launch Waybuloo collection has got off to a flying start. Already the second biggest licence in plush (NPD, week 43), it has quickly become one of CBeebies best performers. There's plenty of activity still to come from Mattel in the final push towards Christmas...
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The launch collection brings to life the four Pipling friends in a series of plush, figures and play-sets. TV drivers Peeka Lau Lau and Peek and Wiggle Yojojo feature phrases from the show, as well as characteristic movements such as Lau Lau’s peek-a-boo fun. When her tummy is pressed, her ears pop down to cover her eyes for a game of ‘Peeka’ which features in the show.

Complementing these and delivering across a number of price points, there is feature plush Talking Nok Tok and Talking De Li, which both say phrases from the show, and four mini plush friends to collect. Fisher-Price has also introduced a number of figure sets, play-sets and bath toys, as well as two puzzles.

A major marketing campaign has been developed for the festive period. The TV advertising campaign exceeds 600 TVRs and will run for a seven-week period into December.

An extensive online marketing campaign has also been rolled out, ensuring standout for the brand on a range of third party websites as well as at

In store, over 2,200 FSDUs have been distributed, the largest single brand commitment for Waybuloo to date. Units showcase product clearly and provide standout at retail. An engaging window display was also created in Hamleys and ran for six weeks.

PR has played an essential role in driving awareness of Waybuloo among parents. Early elements of the campaign included working with the show’s creators to place features within parenting and national press, generating coverage in Practical Parenting, Prima Baby and The Sunday Mirror among others. Attention has been paid to Christmas gift guide placement, securing Waybuloo toys a coveted spot in many consumer gift guides. Event activity is taking place throughout the final quarter. A recent event at Hamleys saw yoga consultant to the show, Fenella Lindsell, providing children’s yoga demonstrations in-store. Further events are planned to take place in major malls in the run up to Christmas.




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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