In January Spin Master launched new girls’ collectable brand, Zoobles, with its biggest campaign to date. Focused around a heavyweight TV campaign and traditional and viral PR, it also includes a number of other initiatives to help bring the brand to life.
Zoobles are collectable colourful balls, which spring open and transform into different characters when placed on their ‘Happitat’. When petted, the Zooble characters react by blinking their eyes, wagging their tails, wiggling their ears and more.
The range will feature 150 Zoobles from different areas of the Zooble Isle – Petagonia, Seagonia and Azoozia. There are also more lands and features to come in autumn.
The TV campaign, which introduced the world of Zoobles, kicked off in January and will deliver more than 1,000 TVRs, showcasing each new Zooble’s land before it ends in June.
A further heavyweight campaign is set to follow in autumn.
The TV advertising was strengthened by a media promotion, which ran with Nickelodeon in the run-up to February half term. Girls were further immersed into the Zoobles world and were driven online to find out more and to win one of ten bumper packs or 250 single Zoobles.
Consumer and trade activity, both in print and online, will continue throughout the year.
Being awarded Best New Girls’ Toy/Girls’ Collectable for 2011 at London Toy Fair created a number of national news opportunities, which added to the playground buzz already building around the brand. In future, the PR campaign will highlight new products and the availability of new ‘Zooper’ rare Zoobles.
Girls can find out more about all 150-plus Zoobles at www.zoobles.com. Each Zooble has a number on the bottom and is named so that girls can easily identify which ones they already have and which ones they need, using the online collector’s tool. The website also tells the story of the Zoobles isle and each of its worlds and has games which are designed to enhance the play experience.
Elsewhere, the Zoobles Facebook page provides daily updates and the Zoobles YouTube channel showcases the latest commercials.
Retail will play an important part in communicating the Zoobles brand. Window displays, FSDUs, decals and shelf strips are available to raise awareness.
More PR and sampling initiatives are to come over Easter and into the second half of the year.