Code-a-Pillar challenges pre-schoolers

by TnP Staff
Published: 20 June 2016, 10:44
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Code-a-Pillar Challenge part of marketing programme launch for Fisher-Price’s new pre-school educational toy

Fisher-Price has kicked off an extensive marketing programme to support the launch of its new pre-school learning line, featuring the innovative Code-a-Pillar, with the introduction of an exciting online pre-school resource.

Created for pre-school and nursery practitioners, teachers and parents, the fun resource is designed to help give young children aged three to six years their first introduction to coding, such as thinking skills, problem solving and sequencing, through fun interactive hands on play with the Code-a-Pillar. 

Hosted on a dedicated website, the resource features free downloadable teaching and learning resources that support the curriculum for EYFS Technology and KS1 Computing, including stories and task sheets, parent information to further support a child’s development at home, and details on how nurseries and parents can take part in the Code-a-Pillar Challenge. 

The Code-a-Pillar Challenge tasks children with guiding their Code-a-Pillar around a garden path obstacle course and record their time. Nurseries and parents at home can use the pre-designed course template within the resource to enter their team/child’s time into the league table for a chance to win fantastic prizes from Fisher-Price. The challenge will run until 16 December 2016. 

“We are very excited to launch the new pre-school learning line as we look to establish Fisher-Price as a key player in this category,” said Wendy Hill, Brand Activation Director Mattel UK. “The innovative Code-a-Pillar, and its links to the curriculum, fits perfectly with the development of an educational resource at a grassroots level. We look forward to building on our presence in this arena as we continue to develop our pre-school learning offering with the launch of the Counting Colours Chameleon later this year and further new launches in 2017.”

The resource has been launched with a number of marketing initiatives to engage nurseries, including information distributed to over 10,000 establishments, with a follow up outreach planned for September which will include a retail discount to drive to purchase. The pre-school resource is expected to reach approximately 40,000 practitioners, 600,000 parents and 400,000 children. 

Fisher-Price also attended the Pre-School Learning Alliance Conference - the largest and most representative early years membership organisation in England with over 14,000 providers. Over 600 education practitioners from across the country attended the event, providing the opportunity to launch the product and resource driving registration, as well as offering a platform for face-to-face conversations with key decision makers.

The pre-school learning line launch will also be supported by an extensive PR campaign including the release of a European wide survey to generate conversation amongst millennial parents around coding as well as an integrated influencer programme encouraging reviews and peer to peer recommendations.