Moose Toys launches Shopkins Lil' Secrets play-sets with fan first global campaign - ToyNews

Moose Toys launches Shopkins Lil' Secrets play-sets with fan first global campaign

In a campaign that saw an ‘unprecedented response,’ over 6,000 Shopkins superfans from across the globe were invited to register their details to receive a top-secret delivery.
Author:
Publish date:
lilsecret

Moose Toys has launched a new collection of Shopkins play-sets through a fan first promotion to introduce them to the new Lil’ Secrets line.

In a campaign that saw an ‘unprecedented response,’ over 6,000 Shopkins superfans from across the globe were invited to register their details to receive a top-secret delivery.

One thousand of these fans from around the world were selected to be the first to lay eyes and hands on the Shopkins Lil’ Secrets play-set. These chosen fans were encouraged to unbox it on May 23 and share on social media with #SPKFansFirst.

“It’s hard to keep a new Shopkins product secret from anyone, let alone the thousands of super fans that are scattered throughout the world,” read a statement from Moose Toys.

“This approach turned the traditional media – and influencer - first approach on its head, ensuring that the brand’s biggest fans were rewarded by first receiving the product before anyone else.”

Since May 23, over 600 unique pieces of content have been uploaded to social media showcasing the excitement of the recipients.

Shopkins Lil’ Secrets will be available in major retailers from August 1. 

Related

Featured Jobs

Copyrights Group

Marketing Manager

The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.