Zomlings Series 6 off to flying start
New wave of collectables boosted by Launch Fortnight marketing campaign
Magic Box Toys International is celebrating the success of its most recent Zomlings launch, backed by a strategic Launch Fortnight campaign.
The campaign focused on the launch of Zomlings in the Future, the sixth series of Zomlings, which attracts not only children as fans but also has a strong cult following among adults. The strategy behind the launch was to focus on a full fortnight of launch activity targeting parents in the UK. This included activity across Magic Box’s social media channels, a two-week take-over of UKMums.tv, vlogger marketing, blogger unboxings, a Twitter Party, reviews, competitions and TV advertising.
The partnership with UKMums.tv included Zomlings homepage graphics, 15-plus blogger reviews, a money-can’t-buy competition to win a complete set of all 105 Series 6 Zomlings, and social media exposure which led to 1.3million opportunities to see the brand.
Magic Box also enlisted popular YouTube vlogger Beau from Beau’s Toy Farm, who was exclusively commissioned to produce a series of five creative review videos especially for Magic Box’s Facebook page. Each video focused on a particular product within the new Zomlings in the Future range, with the last seeing Beau hit the streets to ask kids for feedback. The videos also featured on Beau’s own YouTube channel and formed part of the UKMums.tv takeover collateral.
In the second week of the campaign, Magic Box hosted an hour-long Twitter Party led by five top parenting bloggers in partnership with Zomlings’ retailer, One Stop. The Party engaged almost 200 contributors and achieved 4.1 million impressions during the hour. The combined social media activity has seen follower numbers surge across all Magic Box’s channels, has successfully raised awareness of the new collection and has driven sales at retail.
Zomlings also made a big splash at the Blog On Conference in Manchester on 24 September with a full display and hundreds of giveaway items. Guests had the chance to win a Zomlings prize if they find a Series 6 Rare or Limited Edition Zomling on the day and can also take part in the #ZomlingSelfie fun. In addition, TV advertising ran throughout the period across all terrestrial and satellite kids channels with 440 TVRs.
“We are thrilled by the positive impact the Launch Fortnight has had for Zomlings Series 6," said Ben Harper of Magic Box Toys. "Our strategy was always to get Zomlings out there in the hands of parents which we believe is crucial in generating the buzz around a product launch. We still have lots in the pipeline on our social media channels including some fantastic new added-value downloadable content for fans, that’s been specially commissioned for this launch.”
For further information, contact Magic Box Toys on 01403 251286. Zomlings Series 6 are available now from Esdevium Games, Magic Box’s toy trade partner, on 01420 593593.