Jakks Pacific has hatched a plan to help recreate ‘80s Cabbage Patch hysteria when it re-launches the brand in the UK this August.
Although the new 14-inch dolls will retail at a medium price point, from a marketing point of view, Jakks is treating them as a low price-point collectable and will deploy a marketing strategy similar to those used to build hype for new pocket money crazes.
Jakks’ marketing manager Ken Goodisson, explained: “We’ve got to make a big impact. We are making a huge initial investment and there is a wonderful catchy TV spot running all year from August.
“We’re treating it as a collectable, regardless of any price points and, therefore, our communications mix will start with a bang to create a fast pick up and ultimately generate that craze we saw in the ‘80s.
“If you can unlock that nostalgia and retro feel it could take off on its own and create its own PR,” Goodisson continued.
The campaign includes national TV spots, celebrity tie-ins and endorsements, online and print ads, as well as a series of PR stunts and charitable partnerships.
The Cabbage Patch birthing centres of the ‘80s will be reintroduced in towns around the UK, starting in a London hospital where a nurse will be on hand to deliver new dolls to children.
Additionally, each new birthing centre arrival will come with an adoption certificate, as well as a one-of-a-kind name and birth date and unique character details.
A series of celebrity dolls will be auctioned off in a PR charity event. Goodisson added: “We will use them to tactically raise brand awareness and ultimately raise money for a charitable cause.”
Jakks Pacific: 01344 638900