Mattel begins Price assault

Mattel has announced major product and marketing initiatives for its core Fisher-Price brand.
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Leading the campaign will be the new additions to the Kid Tough range.

The firm’s core pre-school brand is currently number one in the pre-school and infant category and the company is planning to develop its most successful lines and introduce new products to maintain its market position.

Fisher-Price’s hero line, Kid-Tough Camera will continue to drive innovation in the electronics sector, with a new waterproof version and a Kid Tough DVD player joining the range.

Feature plush, Elmo Live, the latest in the successful series of Elmo animatronic plush, is due to launch in October build on the success of TMX Elmo in 2006 and the firm has reported an ‘unbelievable’ response for the product from retailers.

Next year will see the 50th anniversary of Little People and an increased investment in the Imaginext brand.

Each of the launches will be supported by extensive marketing plans. The company plans to uphold its number one advertising spot with a range of partnerships with key children’s channels.

The marketing team will also continue to explore new avenues like experiential events and online activity in order to create 360 degree campaigns.

Phil Hooper, Fisher-Price’s senior marketing manager, Phil Hooper explained: “While mum will always turn to the traditional parenting magazines and 'bibles' for advice, they will also value advice from other mums.

“The internet is playing a vital role in this, mums can now tap into advice from all over the country through social network sites, those geared towards parenting are hugely popular. We cannot underestimate the power of word of mouth in this respect and continue to explore these avenues.”

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