The firm is gearing up for Christmas with increased investment in TV spends for Zapf Creation and TV media for Bratz and Rescue Pals. There will also be a focus on core Little Tikes lines on TV with support from direct response and online advertising.
For Zapf Creation 2008 investment in TV media is as strong as ever. The station mix has been honed to deliver effective advertising to girls in the key target market for each product. New for this year is a range of feature dolls, Sam and Sally which will also be promoted alongside the Baby Born, Baby Annabell and Chou Chou ranges.
Bratz is set to maintain its overall TV investment with a high level of TVRs on key stations plus new venture, Bratz Design Academy, due to air on Nickelodeon for six weeks from October.
Media for Little Tikes is concentrated on two key lines in the UK, Amazing Colour Copier and My Real Movie Maker, which capitalise on the trends in arts and crafts products and electronic high tech gadget toys. As Little Tikes core target is pre-schoolers, the TV media is focused on reaching not only children but parents. Little Tikes will air two heavyweight campaigns reaching HWCH and kids in core efficient channels.