Flair has begun its largest marketing campaign to date for new boy brand Monsuno.
The mammoth push will be lead by a heavyweight TV campaign, with some 3,500 TVRs over 17 weeks. For the first five weeks, 30-second bursts will introduce five to nine year-old boys to the new play pattern. Four further ads will cover the wider range, including Monsuno cores, wild cores, launchers and the electronic battling play-set.
Accompanying the TV will be an online campaign, boys print media, in-store events and media tours to further strengthen the brand awareness.
The launch collection has already been highlighted on BinWeevils throughout July, which has now transformed into a full month of activities on the site. These include the creation of a Monsuno battle arena where visitors can play virtually.
In-store battling days have also been arranged throughout the summer, with costume visits and demonstrations for fans.
"The launch plans for Monsuno have been created over many months of work with our media and PR agencies, Generation Media and Evolution PR," explained Anne-Marie Noon, boys marketing manager at Flair. "Together we have a strategy that will ensure the excellent Monsuno toy line is at the forefront of every boy's mind when they consider their next toy purchase.
"Our plans will continue through autumn right up until Christmas, with more engaging activities as the creation of ambassador groups and even more tours and demonstrations."
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