US: Wowwee invests $10m in Paper Jamz marketing

Firm plans a spend upwards of $10m to market the brand in the run-up to Christmas.
Publish date:
Social count:

The campaign is designed to make sure kids across the US, and other territories, get a hands-on experience of the new paper-thin guitars and amps.

Scott Rosenberg, marketing director, WowWee explained the strategy: "The second people get their hands on it, they want it."

Over the next few weeks, WowWee and its US retail partners, including Walgreens, Toys R Us and Walmart, will be setting up in-store displays that will allow kids to try out the tactile instruments.

Rosenberg continued: "Display-wise we are looking at 12,000 to 13,000 'try-me' displays."

Rosenberg added that the displays will be tailored for the different retail environments.

"The challenge has been in making sure each retailer has its own concept, its own voice," says Rosenberg. "They have all stepped up so it's important to create unique opportunities."

The Paper Jamz line, which is aimed at kids aged eight and over, includes a guitar that weighs eight ounces and is less than 1.25-inches thick.

Powered by new Active Graphics Technology, users can strum it like a real guitar. Each item comes with a selection of pre-programmed songs that the user can play along with.



Girls' market

The girls market continues to be a lucrative buy tricky sector, as toys are constantly battling against other mediums like music, fashion and gaming. Licensed properties still figure highly, but so do more interactive based toys, with even traditional plush now featuring these elements...

Featured Jobs

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.


UK Sales Agents

Liberty House Toys have been appointed as the exclusive UK distributor for the BiOBUDDi brand, and we are pleased to introduce this new unique, innovative and exciting range of 100% environmentally-friendly toy building blocks. We are seeking experienced sales agents with existing network in the toy retail market.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.