CAMPAIGN OF THE MONTH: Tomy Micro Pets-i

We look at the latest addition to the Micro Pets brand and the campaign that Tomy hopes will make it into the biggest toy hit of 2010...
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Micro Pets originally launched in 2002, and quickly sold over one million products in the UK. Tomy’s latest addition to the brand, Micro Pets-i, is now here with a campaign the firm hopes will create the biggest toy hit of 2010.

The collectible Micro Pets-i range includes dogs, cats and bears, with nine to choose from. Micro Pets-i retail at £9.99 and are fitted with artificial intelligence sensors so they can be controlled by hand movements. Aimed at girls aged six to nine, the palm-sized pets, can move, talk and sing.

Marketing
Tomy is rolling out a fully integrated marketing campaign aimed at girls to convey the message that Micro Pets are back on the market.

At the core of the campaign is the recently launched microsite, www.micropets-i.com, which gives girls an opportunity to see all of the pets and teaches them how to train the toys. The site also features a competition to win a special edition Micro Pets-i, of which there are only 1,000 in circulation.

In print, a consumer and trade press ad campaign has been created. This will include a covermount promotion with Girl Talk magazine in February, where readers will receive exclusive stickers to customise their pets. The stickers will also reveal hidden codes, offering girls another opportunity to be able to win one of the special edition pets.

Advertising
Micro Pets-i will also be taking over the TV with a campaign featuring 30-second and 20-second ads. The commercials will showcase the pets accompanied by a catchy theme tune. The campaign is set to achieve over 300 TVRs and will focus on half-term and the Easter holidays.

PR
A PR campaign will include competitions in key girls’ and parenting media, photo stories driving coverage in national press and a word-of-mouth promotion ensuring Micro Pets-i gets into the hands of key celebrities, providing further opportunities for print and broadcast.

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