Campaign of the month: Vivid Imaginations

Aardman?s Wallace and Gromit spin-off, Timmy Time, has proved a ratings hit on Cbeebies and Vivid is backing its toy line with a multi-media campaign featuring TV, press, online and PR?
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Timmy Time was the fastest growing new pre-school and plush combined property for August according to NPD and the sixth fastest growing new property in the total toy market with currently five items in the top 50 pre-school licensed toys.

Vivid’s Timmy Time range covers all of the pre-school categories and combines collectability with key play patterns while while mirroring the programme’s themes of friendship, trust, sharing and creative play. The line-up includes a Timmy Time playset, plush, poseable figures, jigsaws, a game, feature plush, talking toys and a backpack and camera.

Timmy Time is being supported by strong TV scheduling and an integrated consumer marketing programme to continue the momentum behind the brand and create demand for the toy range in the run up to Christmas.

Vivid is supporting the toy range with a 600 TVR campaign promoting hero items, Night Night Timmy and the Nursery School Playset across both key terrestrial and satellite programming including GMTV, Five, Cartoon Network, Boomerang, Nick Jr and more.

Vivid has also teamed up with Nick Jr to secure the sponsorship of a time slot with Timmy Time-branded bumpers.

Targeting parents, Vivid is also supporting the range with a pre-school and parenting press campaign with full-page advertisements, advertorials, competitions and sponsorships. Titles will include Mother & Baby, Practical Parenting, Pregnancy and Birth and CBeebies Art with a total reach of over one million.

Looking towards 2010, a Timmy Time magazine is planned for launch in April.

To communicate the toy range, a media relations campaign is underway and will build towards Christmas. Encompassing products reviews, competitions and giveaways across key parenting and pre-school titles, national consumer press, TV and websites aimed at mums and their pre-schoolers the campaign is anticipated to have a total reach of 32 million. The Nursery School Playset has also been selected as a finalist in the Practical Parenting Awards.

Timmy now has his own Facebook page which already has almost 4,000 fans. An unofficial Timmy site is also in existence and has thousands of users. The Timmy Time website: www.timmytimetv is enjoying 33,000 page views per month and now includes the recently launched Timmy’s Noisy Name Game on site. TV adverts for the Timmy Time toy range are uploaded onto numerous social networking sites including YouTube.




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