The new additions to VTech Baby include the Toot-Toot Drivers range and the 3-in-1 Zebra Scooter. The campaign will feature a 400 per cent increase spend on TV advertising for both products, with over 700 mums with children TVR’s.
The campaign will also incorporate PR, online and press support, including 22 press insertions in parenting and women’s weekly magazines.
The TV ads were filmed in Kent by VTech’s UK creative agency. The Toot Toot Drivers advertisement shows kids at home with the Toot Toot Drivers and Garage. The 3-in-1 zebra scooter ad highlights the toy's ‘grow-with-baby’ capabilities showing kids pushing, riding and scooting around.
The VTech Baby range will also enjoy exposure at the Earls Court Baby Show in October.
Full year 2010 NPD data shows that VTech Baby was the number one property in infant and pre-school with 25.4 per cent growth.