CAMPAIGN OF THE MONTH: Battroborg - ToyNews

CAMPAIGN OF THE MONTH: Battroborg

Tomy is supporting the launch its of hotly anticipated new boys line with a raft of marketing activity including in-store battles with boxing champions, social media activity and a heavyweight TV?push
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Billed as the UK’s ‘must have boys’ toy for the year’, Tomy introduces Battroborg, the world’s first motion controlled battling robots.

Already an international award winner, Tomy is supporting the UK launch with a powerful integrated marketing campaign that the firm believes will ‘win strong sales from the off.’

Built for combat and fuelled by the player’s own fists, each robot character features a wireless controller, putting the player in control of the action. The 2.4GHZ remote controlled bots register each hit in the battle to indicate the winner.

IN-STORE ARENAS

Tomy is taking Battroborg out to its target audience with a series of in-store demo days, allowing consumers to battle against local amateur boxing champions. The events will take place in September and October. Meanwhile, reviews and competitions will run through the launch and the key Christmas buying period, alongside product placement on top TV shows, all devised to demonstrate Battroborg’s mass appeal to all ages.

GETTING IN TRAINING

Tomy has championed the Battroborg Trainer app and the website as natural additions to the toy. The app features training and gaming content alongside plenty more for fans. It additionally acts as a portal to the Tomy website for borg purchase. The website houses the latest materials, plus interactive borg profiles and hidden extras.

SOCIAL ACTIVITY

The campaign’s social media activity includes Twitter and Facebook posts, competitions and giveaways and regular YouTube video uploads of Battroborgs transformed into famous faces, battling each other to ‘settle the score’ over their topical differences.

ON SCREEN
A heavyweight TV campaign will deliver over 500 TVRs in a concentrated period, demonstrating Tomy’s commitment in the new brand.

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