Battle Strikers spin into stores

George Sampson launches the Mega Brands products at Hamleys and The Entertainer, Westfield.
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George Sampson launches the Mega Brands products at Hamleys and The Entertainer, Westfield.

Both stores received a visit by the Britain’s Got Talent winner for the official consumer launch, who once again proved his spinning skills are not just confined to the dance the floor.

Both stores were filled with fans waiting to get their chance to battle against George.

Already a fan of Battle Strikers, Sampson commented: “I had a bit of a practice at Toy Fair earlier this year and have been looking forward to the launch – these toys are wicked and can do nearly as many spinning tricks as me.”

Retailers already selling the toys are reporting strong sales, and to add to the momentum, Battle Strikers this week starts a TV campaign that will run throughout the summer, together with a sponsorship deal running on Cartoon Network.

The product is also being supported by a PR push targeting kids’ magazines, TV and radio, plus national press for editorial features.

The PR campaign will support the brand through Christmas and beyond, plus there will be further TV advertising from October until Christmas.

Battle Strikers also has its own dedicated website complete with blogs, a game and a chance to customise ‘virtual turbo tops’, and Mega will be offering kids a chance to win web codes to unlock a privileged section of the site.

Speaking about the launch, Mary Price, Mega Brands UK and commercial marketing director said: “We have been absolutely blown away with the reaction to Battle Strikers, both from a retailer and consumer perspective, and not just in the UK, but globally.

“The amazing thing is the reaction from the kids and it’s fascinating to see how quickly they pick up the game play and immediately understand the opportunity to collect and customise the tops.

"Parents are also delighted with how affordable the toys are. We are totally convinced Battle Strikers has exactly what it takes to be the next big boys craze.”



Mega Brands' battle plan

Mega Brands has had a tough time recently and recall nightmares have contributed to its heavy level of debt. But with some licensing deals and optimism in Battle Strikers, the firm is confident it can come off the ropes fighting. We spoke to CEO Marc Bertrand about its ongoing battle?