PRODUCT PROFILE: Mega Brands' Dragons

Mega Brands is relaunching its Dragons boys' collectable this year. We spoke to UK marketing manager Pete Fuller to find out more.
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Dragons is back. Mega Brands’ key boys collectible has been ‘re-imagined’ and re-invented and is a pillar part of its 2010 line-up.

Key products include the Dragon and Vehicle Assortment, which includes three Alliance Trooper Warriors with edge glow shields, weapons and Speeders (Stallion, Eagle and Falcon), plus three small collectable Predavor Dragons with removable weapons (Ironclaw, Skullcrush and Fleshtear).

The Larger Dragon Egg Assortment includes four unique Predavor Dragons, also with removable buildable weapons (Clawripper, Blackheart, Torchwing and Tailspike).

Flying vehicles include the Rapid Fire Dragon Fighter, a medium-weight Alliance Hawk armed assault flyer which takes on Bladewing the Predavor dragon. Deluxe Dual-Blast Dragon Hunter, a heavyweight Alliance Condor armed assault flyer, complete with working missile launcher, lights and battle sounds, matches up with Iceblaze.

To complete the collection, the super-heavyweight Alliance Battleship Ultimate Action Dragon Destroyer features multiple missile launchers, dual deploying landing gears, which also double up as flight controllers and battle sounds.

A marketing campaign will launch Dragons Universe nationally in the second half of 2010 designed to bring a new generation of kids into the Dragons Universe brand.

A high profile PR campaign will also be in place to support and maximise the potential of the new range. Competitions in boys comics and magazines will be running throughout the summer months, securing coverage across key press. The PR program will focus on communicating Dragons Universe as a must-have toy for 2010.

UK marketing manager Pete Fuller explains why the brand is such a cornerstone of its boys’ business: “Dragons Universe is a Mega Brands intellectual property that forms a key part of the strategic development of ours boys aged five-plus business. An unprecedented amount of research and development has been carried out on this brand which will mean it will become the biggest launch of 2010 for Mega Brands globally.

“With Mega’s unique ability to develop a great value toy that combines quick and engaging construction play, ultimately giving boys a cool action toy that they can play with, we feel we are delivering something different and exciting in the boys’ construction category.”

Dragons Universe is a fresh launch for 2010 but draws on the heritage of previous Dragons lines which have worked well for the firm.

“We hope kids will also be excited by the excellent packaging designs, ‘try me’ functions and the in-pack CD which links back to the new Dragons Universe website,” continues Fuller.

“This has been the biggest boys’ concept in Mega’s history. It is a classic play pattern that will continue to resonate with boys aged six-plus for years to come.

“We hope it will form the backbone of our boys’ business.”

Retail support is a key part of the marketing mix alongside some above the line executions.

“We give full 360° support with TV, press, sponsorship, catalogue, online and in-store features. With such an important launch, we have designed an innovative campaign making use of new and interesting channels to reach our target market.”

Alongside the bigger play-sets, the Dragons Eggs collectibles will drive volume at below £10.

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