Retail News 2017 has been a successful year for the Franchise Retail Development team as we continue to strengthen existing relationships as well as forge new ones with rapidly growing retailers in the ever-evolving retail landscape. Bespoke account activation plans, innovative display solutions and new product launches have enabled us to expand our core brand footprint both in stores and online as well as providing engaging solutions for the consumer.
Thomas & Friends GWP Promotion at Mothercare & ELC
Barbie at Tesco To celebrate the Fashionistas toy line, Tesco showcased Barbie on a fully branded End throughout August & September in 259 stores. The Barbie magazine for these two months featured a competition in conjunction with Tesco inviting fans to be a fashion designer by creating a new outfit for Barbie. The magazine also featured tagged ads highlighting the Barbie range available in stores and online. The magazine was featured on the End along with key toy items as well as securing incremental space in the magazines aisle ‘hot spots’, which increased circulation. The winners will be featured in the December issue of Barbie magazine.
Easter saw Thomas & Friends steam into Mothercare & ELC with a gift with purchase promotion over the key holiday trading period. Featured online and in-store, customers received a free lunch bag and flask with any three purchases from the Thomas range. The offer was supported by digital screens in-store and a cross-category display. Driving sales across multiple categories, the activity has set up a solid foundation on which to grow the brand presence next year.
Barbie Shop at Hamleys In September, Hamleys showcased the Barbie brand like never before. Unprecedented investment saw a refreshed and fully franchised area covering multiple categories and products from Dress Up, Accessories, Collector dolls and of course Barbie star items. Fully supported with instore and media activity with both consumer and trade press, this branded space is set to attract the crowds. Inspiration has been taken from all over the world to deliver a best in class retail execution.
Thomas & Friends at Tesco Direct
Thomas & Friends at TRU Thomas & Friends took over TRU in August, as the Mattel team worked in close partnership with the TRU marketing, merchandising and buying teams to deliver a true 360-degree campaign. This covered all categories from the core engines through to plush, puzzles, ride–ons and bedding to name just a few. The campaign was executed instore with fliers and supported online with a very clear offer message of 1/3 off the Thomas range over the 5-week promotional period. This event demonstrated the depth of range that is available in store plus a compelling offer for consumers. In addition to the Thomas take over we have additional exciting plans to continue to drive the Thomas franchise with TRU instore.
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31/07/2017 – 06/08/2017
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Mattel Supplement
As the clocks go back and the new school and nursery term starts, Thomas is on hand to help parents get on track for bedtime in partnership with Tesco. A bespoke 30” video will be hosted on the Tesco Direct pre-school page and official Thomas Facebook page to explain the help Thomas can offer parents trying to get their Thomas fans into a bedtime routine. The video will feature products available to buy on Direct across key categories including toys, books, home, HBA and apparel. Additional assets such as a bedtime reward chart will be available to download and there will be a ‘shop the range’ stamp to help navigate the range. Both Mattel and Tesco will support with marketing packages to drive traffic to the page.
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