Q4 Campaigns - a round-up of marketing and advertising plans for the golden quarter

The future looks golden

As the days start to shorten, the toy industry turns its thoughts to the golden quarter - the most important time of the year. But after the most unusual 18 months ever, how will this year’s Q4 perform? TnP talks to suppliers and retailers

It’s the most wonderful time of the year! The Golden Quarter as we head towards Christmas We can already see consumer “ around lines that consumers might not instinctively consider - sometimes we need to highlight certain play factors, in a game for example. Marketing enables us is both busy and exciting. So with interest high, how important is marketing and advertising for suppliers at this time of year?

For Gemma Lewington, marketing director for University Games and The Lagoon Group, Q4 is “traditionally renowned for being the core time of the year for games and puzzles. However, it was also one of the main product sectors to thrive during 2020, with families spending huge amounts of time at home. So, with this in mind, it is even more important that we continue to drive the visibility of our games and puzzles to the consumer with strategic marketing campaigns.’’

Katy Fletcher, head of marketing & product development at Ravensburger, adds: “Any savvy business will know it’s crucial for generating brand awareness for new product launches, but also for highlighting best sellers and creating a buzz confi dence to do this, and using a variety of growing as we tools across the marketing mix and head towards the being creative about our planning festive season and we are sure and thinking out of the box is increasingly important. “For example, promoting our individuals will be new GraviTrax extensions such looking to make as Turntable and Helix is key in up for that quality demonstrating the endless play family time they missed out on last year opportunities with the product; marketing helps us educate consumers on these types of opportunities. Similarly, CreArt, our Gemma Lewington, University Games and The Lagoon Group new painting by numbers brand, which includes winter launches such as Pawesome Polar Bear and Festive Friends, needs marketing exposure to differentiate us from other products in the market and promote the USPs, which aren’t always visible when you see a product on shelf at retail.’’ Winning Moves UK retail manager Jack Probyn notes: “It’s the time when children are starting to put together their Christmas lists and the time when parents and loved ones are looking to buy gifts for family and friends, so it’s very important. And to keep Top Trumps and our other brands at the forefront of customers’ and retailers’ minds, we have partnered with McDonald’s for a massive autumn promotion. Mini editions of our existing and much-loved games will be made available in Happy Meals up and down the country. The games include Top Trumps, Top Trumps Quiz, Top Trumps Pairs, Pass the Pets, LexGO!, and WHOT! As a result of the campaign, we can expect customers to come shopping for the real thing.’’

With marketing and promotion plans locked in, how do suppliers think consumer behaviour will be different this year? “There was so much uncertainty in 2020, especially as we headed towards Christmas. No one knew if they were going to get to spend Christmas with their families, and there was fi nancial uncertainty for so many too. However, we can already see consumer confi dence growing as we head towards the festive season and we are sure individuals will be looking to make up for that quality family time they missed out on last year, hopefully refl ected in strong purchasing for those occasions,’’ says Gemma Lewington at University Games.

Ravensburger is also confi dent about this Christmas, says Katy Fetcher: “We are hopeful that consumers will want to shop in store this Christmas, not only to embrace the season they didn’t get to enjoy in 2020. There’s nothing like being able to see, touch and experience physical products in a store environment and customer loyalty will be front of mind this Christmas post-pandemic. We

anticipate value for money, sustainability and long-term play will all be front of mind.’’

So, as we all look forward to consumers coming back to the shops, how will suppliers support toy retailers? “We have signifi cant and comprehensive digital and social media campaigns planned for Q4 across a number of our key family games including Kersplatt! and Dumb Criminals as well as our new games for 2021: Judge Your Friends and 5 Star Review,’’ says University Games’ Gemma Lewington.

“We will also be supporting some evergreen games this year including Pointless, Who’s in the Bag, Stupid Deaths and our Plasticine Advent Calendar. There is also a detailed TV and

digital media schedule “planned for the everpopular family game Smart Ass, and our largest heavyweight, multi-layered media campaign for the iconic Subbuteo range, including TV, in-match advertising, radio, partnerships and digital activity. The key for us this year is to bring families together and give them the perfect games, puzzles and gifts for the festive season.”

Winning Moves is looking at digital promotion, says Jack

Probyn: “Aside Our team have been working hard with from our promotion with McDonald’s, our team have social media been working infl uencers - hard with TikTokers and social media YouTubers alike - to spread the infl uencers - TikTokers and YouTubers alike word about our - to spread the products word about Jack Probyn, our products in a vital way. Winning Moves We anticipate that striking through these channels will have an immediate impact on customers and awareness of the brands.’’ Ravensburger, meanwhile, is looking at online and in-store assets, says Katy Fletcher. “We have created a rich toolbox packed full of great assets to support retailers both online and in-store and some great point-of-sale offerings. “Our TV and digital marketing campaigns also direct consumers to retail, and we have a comprehensive advertorial with the children’s print and digital newspaper, First

Ask the retailers

How important is marketing and advertising by toy suppliers as we head into Q4?

Honestly, I’m never sure on this one. I know that my kids never watch adverts, but I do get customers asking for specifi c products that either they - or their children - have seen on TV or YouTube or in a magazine. And I guess there is a process of osmosis where product marketing drips in, otherwise no one would do it. Do you think consumer buying will be different this Christmas?

This year I think people aren’t so worried about another lockdown happening - but are aware of the possibility of stock shortages, and will probably start early.

Amanda Alexander, Owner, Giddy Goat Toys, Didsbury, Manchester

Do you think consumer buying will be different this Christmas?

I hate to say it, but I don’t think it’s going to be easy. The advertising and marketing will still go on social media channels and TV, but I don’t think there will be enough stock. Customers do ask us [for a product] as soon as they see it. If we put a product on our social media, it does make extra sales.

Dan Lovett, Manager, The Toy Box, Beccles, Suffolk

Do you think consumer buying will be different this Christmas from last year?

In Ireland The Late Late Toy Show is broadcast in late November each year, and the featured toys on that programme have a huge infl uence on what we are asked for over the following fi ve weeks. In 2020, however, the show was remarkably different: it was much more about children and their stories and talents, rather than products.

Hazel McCarthy, Owner, Toy Corner, Galway, Ireland

How important is marketing and advertising by toy suppliers as we head into Q4?

I very rarely see customers asking for something they saw as a commercial on TV or advertised on a poster. Now it’s all about social media and YouTube. Children want what their favourite infl uencers play and use. Younger children (aged two to four) might still point out something that they saw on TV but then it seems that often tablets take over; kids subscribe to their favourite channels, and they want what they see there. I try to follow the trends, and watch those YouTube channels to see what the kids now prefer, then try my best to get it for my shop. I get a feeling that customers often trust my recommendations and go for products I truly know and believe are the best for them. Do you think consumer buying will be different this Christmas from last year?

Christmas shopping has always been a fabulous time for me, and I hope this year will be the same. Last year many customers went back to shopping locally and supporting small independent shops like mine, so I’m hoping that will happen this year too. I always try to have something different in stock and I hope that attracts customers, especially at Christmas time when they would like a bit of help with their choices.

Maggie Tibbenham, Director, Imagine Toy Shop, Holmfi rth, West Yorkshire

Covering all bases

UNIVERSITY GAMES

0207 254 0100 | www.university-games.co.uk

University Games has big plans for their Q4 campaigns including primetime TV, radio, and highprofi le online campaigns for the table football game Subbuteo, as well as signifi cant digital campaigns for several of its family games. Smart Ass, Kersplatt! and Dumb Criminals will be joined by 2021 newcomers Judge Your Friends and 5 Star Review, which will all benefi t from strong marketing campaigns in the runup to Christmas. The Subbuteo range, which was a 2020 Christmas best seller, now sports both the Offi cial England and Offi cial England Lionesses Main Games alongside the Original Main Game, as well as a host of teams and accessories including the new VAR Set. The nostalgic, familyled creative Subbuteo TV commercial - featuring the voice of football commentator John Motson – will be part of a multi layered and heavyweight media campaign in Q4.

The heavyweight media schedule begins this month with core timing running across mid-October through to December. It will include TV advertising within family, sports, and adult time as well as in-match advertising. The TV exposure will headline supporting activity that will include radio partnerships, YouTube and social media plans, as well as digital activity with LADbible and SPORTbible.

There will also be a comprehensive TV, online and social campaign for Smart Ass, as well as digital and social campaigns for Kersplatt! and Dumb Criminals.

Joining them with strong digital activity are newcomers for 2021: 5 Star Review and Judge Your Friends. All campaigns will begin with a burst this month, followed by full strength campaigns kicking off in mid-October and running through to December.

On the campaign trail

BANDAI UK

sales@bandai.co.uk | www.bandai.co.uk

Bandai UK has announced its pre-Christmas advertising campaigns for Q3/Q4. A mix of traditional, digital, and social campaigns kicked off from the summer holiday period with additional bursts planned for hero brands from September through to December.

Ranges including CoComelon, Vlad & Niki, Harumika, Miraculous, Dragon Ball, Sea Monkeys, and Tamagotchi will be supported with a collection of spots aired across terrestrial, satellite, and pay-to-view channels. Preschool favourites CoComelon and Vlad & Niki, plus retro brand Tamagotchi, will receive the majority of placements. A Tiny Pop channel sponsorship has also been brokered for Bandai UK’s new CoComelon range. Comprehensive TV and digital advertising plans will be implemented throughout the period. Both Harumika and Tamagotchi are supported with a strong social presence via dedicated Instagram channels, while celebrity infl uencer content is planned for Miraculous, National Geographic, and Vlad & Niki. Facebook and TikTok ad campaigns feature heavily for Tamagotchi, Dragon Ball, and CoComelon. YouTube, in-app gaming, and pre-roll plans will also be implemented across key ranges including new boys’ collectables brands NanoBytes and World of Zombies.

Roll up and move up!

BASIC FUN! UK

Tim.Ives@basicfun.com | www.BasicFun.com

Basic Fun! UK is lining up the TVRs (television ratings) and YouTube preroll for its mix of autumn ranges including Cutetitos, Care Bears, Tonka, K’Nex and Lite Brite.

Cutetitos has plenty of TV on the menu. Now in its eighth selling season, Basic Fun! UK has sold 1 million-plus units of the plush collectable to date. The new Carnivalitos theme launched last month with a TV spot on girls’ (aged from four to nine years) linear and digital channels that runs this month and next. The TV activity will be bridged with YouTube preroll, while infl uencer activity will be the icing on the big top carnival cake for this brand.

Since the A/W20 launch of the Care Bears Master Toy range, each addition has been met with huge demand. This year saw the introduction of Hopeful Heart Bear and Togetherness Bear. Helping to further promote the full range of Care Bear plush toys will be traditional TV and VOD (Video On Demand) next month and next, which will be linked with high volume delivery of preroll. Added to this is PR, with ramped-up gifting across all the new bears, plus tie-in licensed activity.

Other TV brands include Lite Brite - the activity that combines peg art

Action stations

SIMBA SMOBY TOYS UK

01620 674 778 | sales@sisotoysuk.com

Playsets, licensed toys, and Flextreme tracks and vehicles feature prominently in Simba Smoby Toys UK’s A/W21 campaigns.

Expect lots of activity for latest launch FleXtreme - the new universe challenging the creativity of young and old, as they build circuits with fl exible tracks for motorised vehicles to race around. Having launched at the end of July with the support of a heavyweight TV campaign, YouTube pre-roll and advertising across Facebook and Instagram, FleXtreme will be unmissable between September and December, with TV scheduled at key times, including the October half-term and Christmas holidays, as well as YouTube pre-roll and social media ads to ensure the FleXtreme brand remains front of mind - not least the FleXtreme Discovery Track Set, which is the hero TV advertised line for Q4.

Heading into autumn, the marketing drive for Smoby is also set to increase, with more TV, YouTube, and celebrity endorsement. Central to the strategy is TV, and the fi rm plans to echo the success of its outdoor spring campaign featuring playhouses with a new TV drive on the roleplay ranges, which feature kitchens, workbenches, and supermarkets. Celebrity and infl uencer endorsement remains key, with this activity set to continue as the focus switches from outdoor to indoor and Christmas gifting.

Meanwhile, between the October half-term and Christmas, Simba’s Toy Story and Cars collections will also be supported through TV, and YouTube advertising aimed at the core audience of boys aged four to seven. The 1:24 Buzz, Woody and Duke R/C toys are central to the Toy Story drive, while the 1:24 scale RC Turbo Racer Lightning McQueen will be key for cars. A social campaign is also planned that will run during each burst of TV.

Finally, the Masha and the Bear line-up offers Masha dolls and Bear plush as well as playsets and collectables, including the hero TV line for the fi nal quarter - the Winter Bear Tree House Playset, which opens to reveal Bear’s cosy cottage at Christmas inside. These will all be top of mind with kids through the September and October TV advertising schedule, which will be simultaneously supported with VOD. YouTube advertising is also in the mix and will sandwich the TV with bursts from August to November. Plus, there will be highprofi le and celebrity endorsement for the brand in Q4, which will really contribute to both awareness and the brand’s positioning in the market.

Animal magic

CHARACTER OPTIONS

0161 633 9800 sales@charactergroup.plc.uk

Character Options’ pre-Christmas advertising plans for Q4 include a mix of traditional, digital and social campaigns to support key lines ahead of the festive period.

Having already introduced the Jiggly Pets Puppy and Koala in S/S21, the company will launch an all-new Jiggly Pets animal this month. Expect to see Tan Tan The Orangutan jiggling across TV screens and digital platforms soon! Kids will go bananas for this orange, shade-wearing electronic pet. Tan Tan features full body movement, three songs, plus sound effects. Watch him dance and shake his booty to the beat of his jungle tunes! This hero line will be seen by kids from launch right up until Christmas, thanks to regular bursts of TV, bridged by YouTube pre-roll activity. Plus, there will be a fully immersive SuperAwesome microsite hosted on POP, as well as mobile fi lmstrips.

From Treasure X comes Dino Gold Dino Dissection, where children must dissect a giant T-rex to rescue their exclusive Treasure Hunter fi gure. Having stolen the show at the Character Options’ Character Kidz event last month, thanks to slimy reveals and Dino dumping action, this will be the focus of infl uencer and digital activity. TVC will also deliver hundreds of TVRs, plus high-impact digital views right up until Christmas.

Stealing the show

FLAIR

0208 643 0320 sales@fl airplc.co.uk

With Q4 fast approaching, Flair will be supporting its key brands across the board with TV and digital campaigns.

Following a hugely successful August launch for Let’s Glow Studio, which has seen teen and tween creators go nuts for this content-creation craft kit that lets them glow-up their selfi e videos with no app required, further activity is scheduled for September, October and November. Last month’s TV and digital campaigns will be added to with more TVRs plus further infl uencer activity, including dance challenges.

Meanwhile, for Laser Pegs – the construction toy range that lets kids light-up their creations - TV, VOD and digital campaigns will keep the brand fresh in kids’ thoughts from October until December, with the Laser Pegs Multi Models - 4-in-1 Red Racer Red set a key item within the range.

With Blue’s Clues & You named the number one new licence globally at the end of last year (source: The NPD Group Retail Tracking Service G13 $ sales YTD Dec 2020), Flair will ensure that the Just Play Master Toy line for this preschool show remains front of mind ahead of the festive period, with campaigns across all key items. In Q4, the campaign will highlight the Peek a Blue feature plush, with a parent-targeted YouTube campaign on top of kid-targeted TV, VOD, and YouTube campaigns.