The campaign, which you can see here, is part of the launch build-up for its new Tomica range of city-themed playsets incorporating vehicles, figures and track toys.
Aimed at boys aged four to seven, it is built on two city themes: Hyper City and Hyper City Rescue. The former is based on a city with real life destinations that kids see everyday, such as a petrol stations, train stations and car parks, whereas Hyper City Rescue is based on a futuristic Protective Force that keeps order within the city.
Available from July 2010, Tomica will launch with 28 products, from £2.99 - £69.99, including vehicles, trains, accessories, destinations and playsets, enabling parents to buy into the world of Tomica and make year round purchases to build the collectable system.
It will be supported with a fully integrated marketing plan. At retail the brand will be brought to life with display units, bespoke POS, cross-sell leaflets, window displays and consumer events.
Tomy is also planning a consumer launch campaign including experiential marketing with a nationwide Tomica Bus Tour, a media launch event and TV advertising. The TV campaign will run throughout the second half of the year targeting boys’ channels and achieving over 500 TVRs.