Tomy on track with Chuggington campaign

Tens of thousands of consumers get hands-on at National Railway Museum.
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A nationwide marketing drive for Chuggington toys will aim to get them off to the best possible start.

Master toy licensee Tomy has already organised the ‘Big fun with little trains’ event at the National Railway Museum in York which took place during February half-term. Over 40,000 visitors got hands-on with a series of Chuggington challenges.

There was also a dedicated Chuggington StackTrack play area where parents and children could test out the new track system, which is based on the hit CBeebies pre-school TV show.

"The experiential half-term activity is just part of an integrated marketing campaign designed to lead strong sales from the off," read a statement sent to ToyNews. "The UK version of the interactive website also went live at the end of February. Packed with pictures, videos, product information and with links to social media, this dedicated hub is packed with information for kids and parents on StackTrack.”

Other social media activity includes Facebook competitions, news and pictures on the Chuggington and National Railway Museum websites, and regular tweets during the early launch months. Reviews and competitions will run through the year. These will “reinforce the uniqueness of StackTrack and demonstrate the quality and superior sturdiness of the system”.

A heavyweight TV campaign targeting children and parents also kicked off with a two-week ad period in February, and a second series of ads ran during Easter. This will deliver over 400 TVRs.

Hero play-sets include the Repair and Go Wilson, the Koko Safari and the Wilson and the Wild Wind Storm Maker. Kids can top up their track with a StackTrack Twists and Turns Pack. Play-sets based on other TV episodes are due out later this year, with nine High Performance Engines arriving in July.

Tomy: 020 8722 7300

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