Artsana's Mitch Levene on bringing Chicco's 'toys to life' using TV adverts

Chicco is rolling out a string of TV adverts this year to promote its latest Fit n Fun product line. Here, Mitch Levene, MD of parent company Artsana UK & Ireland, talks to Jade Burke about why Chicco is venturing into the small screen, its plans to celebrate Euro 2016 and how more retailers can get on board with the toy line-up.
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What has this year been like so far for Chicco?

We have had a very strong start to the first quarter of 2016, once again achieving double-digit growth, which continues to be amazing given the 25 per cent sales increase in 2015. 

With an exciting second half of the year planned in terms of marketing support for key ranges, such as TV advertising and social media campaigns, we are confident 2016 is going to be another milestone year for Chicco.

Chicco is readying a line of TV advertisements for toys. Can you tell me a bit more about that?

The first phase of advertising begins in August for three weeks and focuses on our new Fit n Fun Jungle Rugby and Goal League. We will then be promoting the two-in-one Robo Chicco in the lead up to Christmas, beginning in November. 

The Fit n Fun advert is a 20 second format and the advert for Robo Chicco will last for 10 seconds. Both of which will be advertised on children’s TV channels, including CiTV, Milkshake, Nick JR, NickToon, TinyPop, Boom and Cartoonito.

Why did you choose to venture into TV advertising?

The advertising campaign is designed to help bring the toys to life for consumers, as many of the products in our new range have unique features and benefits that are best communicated on TV. 

The TV ads are also designed to raise awareness of both the Chicco brand and our new toy range in the lead up to Christmas, a key sales period for our retailers.

Apart from the TV adverts, will you be investing in any other marketing activity for toys?

We will be supporting the TV adverts with a number of integrated marketing campaigns, including in-store displays and digital advertising. 

We will also be running some exciting social media campaigns including a Euro 2016 themed competition to support the Fit n Fun Goal League, and our popular Christmas toy giveaway at the end of the year.

Are there any in-store promotions planned that retailers can get involved with?

We will be working with the key toy specialists to ensure that there is a compelling story in-store promoting the unique features and benefits of our hero lines under the ‘Fun of Development’ concept, through engaging point of sale. 

Our ‘Fun of Development’ expresses the very essence of Chicco, which is to create products that promote fun and happiness at every developmental stage, and has been built around the key categories in which we can offer something unique.

What else do you have planned for the year ahead? Are there any new releases you can tell us about? 

Our TV campaign and supporting marketing plan will help consumers really understand the essence of our’ Fun of Development’ concept, making it synonymous with the Chicco brand.

The campaign will also help promote our unique position within the market as being able to offer expert advice and product innovations in nursery and toy product categories.

Fit n Fun Jungle Rugby will be available from the summer, and the rest of the new 2016 range including Robo Chicco, Rodeo, Happy Shopper and Disney Princess Cinderella Carriage will be available from September.

This will be followed up with new innovation moving into 2017, and the continued growth of the Chicco brand, further cementing our position in the UK.


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