Fisher-Price has refreshed its Little People pre-school range, kicking off a heavyweight marketing and PR campaign, as well as enlisting the help of The Saturdays’ star Una Healy.
Entitled ‘Little People … Big Discoveries’, the campaign is aiming to educate mums on the benefits of play-set play.
A three-month partnership has been secured with parenting website Netmums, while there is celebrity backing from Healy including media interviews, and a targeted Twitter campaign and blogger outreach program.
“It is very exciting to see the development of our Little People brand and launch a campaign that will really resonate with mums,” said Wendy Hill, UK director of customer marketing and brand communications. “We want to celebrate those everyday discoveries that toddlers experience, while at the same time show parents how our play-sets can help them to do this through those early years.”
The Netmums activity will include a branded content page, a homepage takeover during the first week of launch, a photo gallery and coffeehouse thread competition and Twitter party among other initiatives. Healy will support the campaign through her presence on the Netmums branded content page, involvement with the Twitter launch party and ongoing Twitter campaign, where she will share her daughter’s latest discoveries, plus media interviews in key parenting, online and women’s press.
Fisher-Price has also refreshed two of its classic Little People products, the Fun Sounds Farm play-set and the new Happy Sound Home play-set.