Kids' tablet Kurio 7 will enter the mainstream with a gargantuan TV and online ad campaign.
The device – which comes pre-loaded with app games such as Angry Birds, Fruit Ninja and Doodle Jump – will first be promoted in July by an online campaign with Bin Weevils and Swap It.
From July 23rd, TV spots will air around the product’s launch on channels such as Cartoon Network. A 30-second competition ad will also drive kids aged seven to 11 to an online microsite.
A second marketing push will kick off in October on ITV, in time for the Christmas season, targeting parents and mums with children aged four to 15. Another ad will target kids on Cartoon Network, Smash Hits, Pop Girl, Disney and Nickelodeon.
Kurio will also be backed by a heavyweight PR campaign, including distribution for product reviews and competitions in selected consumer media, including TV programmes.
It will be promoted at events such as Christmas in July on July 3rd, the John Lewis Christmas PR Day on July 4th and the Gadget Show Live Christmas from November 30th to December 2nd.
Mi-comms PR will host a media day on July 10th. The Kurio will also be promoted in Good Housekeeping Guide and the Tesco Chrismas brochure, too.
InspirationWorks UK marketing director, Tracey Devine, explained to ToyNews: “We want to ensure that we use all forms of media to promote the Kurio including social networking, websites and TV sponsorships, as well as the usual TVR plans, to ensure a broad depth to the campaign.
“The product received such a great response from the toy and tech trade that we wanted to pass that buzz on to consumers, and what better way than with a marketing plan on a large scale.”
InspirationWorks: 01582 455841
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