Gormiti: Flair

Flair's burgeoning boys' collectable is gathering pace with a mixture of TV, PR and promotions, with much still to come...
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Flair’s boys’ property, Gormiti, was brought to the UK from Giochi Preziosi. The firm has embarked on a marketing offensive that is bigger than anything previously launched in its nine year history. The results to date endorse this strategy with Gormiti featuring in the top 10 boys brands in NPD.

The brand

Gormiti is based around the five tribes of Gorm, otherwise known as the Invincible Lords of Nature.

Introduced to press and buyers at a launch party in November 2007, the brand consists of collectable figures and play sets. Driving the collectability are the foil bags each containing a Gormiti character, a trading card and a collector’s leaflet.

A wide selection of play sets are in the range and are designed as an ideal place to display the characters.
TV

Heavyweight TV campaigns have been at the heart of the marketing efforts to launch the brand to its core age target of boys aged four to nine. A variety of products are featured in the commercials, and channel sponsorship is also to take place from September.

Gormiti will sponsor Action Stations’on GMTV2 from September to November. A campaign that will enforce the brand’s popularity amongst young collectors.

Nearly 300,000 foil bags have been sent to boys all over the country through sampling, covermounts and a successful redemption programme. The programme’s objective was to drive collectabilty and increase demand.

Other PR

Further PR initiatives target youth and other media are high on the agenda. A schedule of competitions is underway designed to ensure full exposure to the core consumer whilst hundreds of thousands of posters depicting the Island of Gorm and its inhabitants have been distributed through magazines and in-stores. This planned approach together with the constant release of information to Christmas gift columnists will ensure maximum coverage on the run up to Christmas

Still to come are a host of new products plus the launch of a TV series and licensing programme at Brand Licensing

Coming next

The eagerly awaited series two is here and with it comes many new lines that will swell the Gormiti portfolio keeping the brand fresh and providing more products in-store. Serious collectors will be eager to get their hands on the new boxed figure sets including the Lords of the Tribes 5 Figure Set, the new Gormiti Magic Egg which has an exclusive series two figure buried deep within it and the fantastic new Cavern of Roscamar playset. The new Magnetic 12cm Figure can be mixed and matched to create an original Gormiti character, plus, a fully poseable 22cm Lights and Sounds Figure Selection is also on the way.

Giochi Preziosi will be previewing the Gormiti TV series at Brand Licensing and discussing a range of licensing opportunities over the coming months. This together with the heavyweight marketing support behind the toy line will increase awareness still further.

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