HERO PRODUCT: VTech Storio

VTech is launching Storio, pitched as the world?s first animated ebook reader for children, backed with a comprehensive TV, cinema and PR campaign.
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Featuring a touch screen to navigate with, children can play and interact in three different ways – Watch the Story, Reading Games and Story Dictionary. As the story is being read, children can touch words they get stuck on and interact with the characters as they press them.

The product comes with a Toy Story 3 Story Book Cartridge, with eight additional titles available including Shrek, Scooby Doo and Dora the Explorer. It also includes parent-friendly features, such as reading records and a progress tracker.

The marketing kicks off with a 30-second Storio ad in Pearl and Dean cinemas from July 23rd for six weeks, reaching approximately 2.45 million admissions.

Then, a dedicated seven-week TV campaign will air in October half-term, with a second burst at the end of November, with 559 TVRs reaching kids aged 4-6, and 341 TVRs reaching mums with babies aged 0-3.

Clive Richardson, marketing director at VTech, says: “Cinema proved to be recession-proof last year and with 2.45 million admissions expected in the theatres we are working with over the first six weeks, it gives us a great chance to be in front of a lot of parents and children, together, during the launch period for Storio.”

The launch will also be supported by a comprehensive PR programme centred around a Ten-A-Day challenge, which encourages parents to read with their children for ten-minutes everyday.

Tactics include a digital outreach programme, dedicated Facebook, radio and WebTV activity, plus media activity to drive coverage in key parenting and pre-school titles from July onwards.

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