PMS International taps Taylor Herring for major Elves Behavin' Badly marketing campaign

With over two million elves sold in the run up to Christmas 2017, Elves Behavin’ Badly became one of the biggest selling brands last year.
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Toy manufacturer PMS International has tapped the creative agency Taylor Herring to lead a major marketing campaign for its Elves Behavin’ Badly range in the run up to Christmas.

A new range of Elf products will hit the shelves in October this year and, according to the firm, many of the UK’s biggest retailers – including Tesco, Morrisons, Asda, WHSmiths, Poundland and Rymans - have already placed their orders.

With over two million elves sold in the run up to Christmas 2017, Elves Behavin’ Badly became one of the biggest selling brands last year.

PMS International has a history of delivering on runaway toy crazes, having brought the success of Fidget Spinners and Loom Bands to the UK last year. Collectively they sold over five million units.

The company is now investing in a major social media and PR campaign to the Elves brand that will include a viral video series, Facebook and Twitter promotions and a national fan photography competition.

Taylor Herring is an award-winning agency whose credits include the best-selling product lines for the likes of Star Wars, Game of Thrones, Beano and Winnie the Pooh.

Paul Beverley, managing director of PMS International PLC, said: “We are thrilled that the renowned Taylor Herring will be running our Elves Behavin’ Badly Christmas 2018 campaign.

“We wanted to partner with an edgy agency who would deliver a hard-hitting and memorable campaign which will engage consumers at every level and build upon the sometimes controversial success which we have already seen with the Elves.”

James Herring, managing partner of Taylor Herring, added: “Elves Behavin’ Badly took social media timelines by storm last December and this major campaign will ensure that the brand is front of mind with consumers from Halloween right up to Christmas Eve.” 

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