Space Putty (formerly Atomic Putty) is backed with a comprehensive range plan and extensive TV-driven marketing. Re:creation believes the brand will create further growth in the market for boys’ creative play and will become the dominant brand in the category.
A rolling product launch is planned for 2011, with additional Space Putty colours being introduced throughout the year and putty play packs and gift sets available for autumn/winter 2011 selections.
Space Putty will ship this month ahead of a TV advertising campaign that starts directly after Christmas. Launch products include four variants of Rapid Colour Change Space Putty – available in orange to explosive yellow, green to isotope yellow, blue to plasmic cyan and purple to proton pink. It will be available in a mini 20g tub in blister packs for around £1.99 and a large 100g tub for £4.99.
Space Putty Lumies will launch in March 2011 – a range of four glow-in-the-dark putty variants available in krypton green, ion blue, aura blue and amber orange, available in 20g mini tubs in blister packaging, for around £1.99.
The range will be further enhanced throughout the spring with a series of four new top secret ranges, play packs and play-sets that will introduce new putty colours and properties. New creative play activities will allow retail customers to offer a comprehensive product range to cover a variety of price points from impulse to Christmas gift.
The line will be supported with a full marketing programme commencing later this month with a 400 TVR advertising campaign featuring a new ad.
Alongside TV there will be extensive PR activities, kids competitions, online features and kids print advertising.
The putty will also be included in the firm’s new 2011 merchandising programme, offering all customers the opportunity to utilise permanent pocket money merchandising fixtures including free standing display units with screens which can feature the latest TV ads.