Vivid has a successful history in producing boy band collector dolls, having worked with the likes of Boyzone and Take That in the 90s. This led it to move quickly on the news that a licensing programme was in the pipeline for The X Factor finalists and the deal was secured.
Marketing and PR support
A comprehensive PR campaign has been implemented for the launch of the dolls. The first teaser was Vivid’s trade press release confirming the JLS licence which attracted the attention of national press, radio and the blogosphere of dedicated fans.
When product hit shelves mid-October, the pre-awareness campaign had done its work and generated an even greater demand for the dolls in the run up to Christmas.
At Dream Toys, the press and public got to see video footage of the boys posing with their dolls – a strategy to gain further awareness and the arrival to retail.
The JLS band members were so pleased with the final results they have been tweeting their approval to promote their plastic counterparts, helping to further endorse the product.
Photography sessions, media Q&As, video messages and signings were arranged with the group in order to maximise interest and feed demand for the dolls.
The PR campaign is well underway and will further build towards Christmas.
Encompassing social media mentions, product reviews, gift guide listings, competitions and giveaways across key women’s, teen and tween consumer titles, plus TV and websites, the campaign is anticipated to have a total reach of one million.
Sales targets are expected to dwarf those even of Take That when the band was in its heyday back in the early 90s. Vivid says demand for the dolls will be well over 250,000 pieces in just three months, with an actual availability figure of only 150,000.